Wahoo Fitness, the award winning tech-fitness company, has been appointed by SweetSpot as its Official Training and Cycle Computer Partner. This move will see the American brand ‘significantly enhance the television and digital coverage of the OVO Energy Tour of Britain, OVO Energy Women’s Tour and OVO Energy Tour Series.’
Wahoo will provide an insight into rider data from partner teams for use in TV coverage of the OVO Energy Tour of Britain (2-9 September 2018), OVO Energy Women’s Tour (13-17 June 2018) and OVO Energy Tour Series (May 2018). Wahoo will also sponsor the final kilometre preview featured in the programme highlights of the OVO Energy Tour of Britain and OVO Energy Women’s Tour.
The partnership will see Wahoo produce interactive footage of the 2018 OVO Energy Tour of Britain, enabling fans with smart trainers to ‘ride all stages with incredible realism thanks to the accurate gradient and resistance changes they will experience.’
SweetSpot CEO Heath Harvey said “It is incredibly important for cycle races to connect with their fan base, and SweetSpot’s partnership with Wahoo will bring the OVO Energy Tour of Britain, OVO Energy Women’s Tour and OVO Energy Tour Series even closer to our audience.
“We are thrilled to be working with Wahoo, whose innovation and commitment to performance have seen them quickly establish themselves as a key player within the cycling market. Data is something most modern day cyclists won’t consider riding without; and our partnership with Wahoo will further immersify viewers by opening them up to the statistics and metrics of the pros as they compete.”
Chip Hawkins, CEO Wahoo, added “We can’t wait to get started on changing the way viewers engage with televised cycling. The OVO Energy Tour of Britain, OVO Energy Women’s Tour and OVO Energy Tour Series are all premier UK events so we are honoured and excited to be partnered with them in 2018.”
SweetSpot Group is a sports events and marketing company specialising in the creation and execution of high-quality, annual sporting events. Re-launched in 2004 after a five-year absence from the calendar, the OVO Energy Tour of Britain attracts many of the world’s top cyclists, including Olympic and World Champions and Tour de France stage winners, to compete on British roads each September, with daily live coverage on ITV4 and Eurosport in the UK, and around the world.
Launched in 2014, the OVO Energy Women’s Tour is a part of the UCI Women’s WorldTour, and the UK’s leading women’s cycling event, taking place over five stages with coverage on ITV4.
The OVO Energy Tour Series is Britain’s leading domestic televised race series, with a unique team based format for both men and women’s teams. Taking place at town and city centre locations, the Tour Series will celebrate its 10th season in May 2018.