SweetSpot organises and promotes the Tour of Britain, the UK's biggest professional cycling race. It attracts more than a million spectators each year to the eight-day race.
SweetSpot will now work with the UK arm of Australian company SEL exclusively on the commercial development of its events, which also include the Halfords Tour Series city-centre races and the Tour Ride mass participation events.
SweetSpot's commercial team will work with SEL UK across its portfolio of cycling events on aspects like sponsorship and rights, and on future sporting projects including bids to bring the Tour de France back to the UK.
SEL UK was formed in May with Peter Phillips, former head of global sponsorship at RBS, as managing director.
Phillips said the partnership with SweetSpot reflected the "unprecedented period of growth" in road cycling. The UK's Bradley Wiggins recently won the Tour de France and Team GB is tipped for success in the Olympic cycling events.
Hugh Roberts, chief executive of SweetSpot, said: "There is a golden opportunity to build on the work we have been doing with The Tour over the past decade, and look forward to working together closely on the sponsorship and commercial activity surrounding The Tour and our other current and future events."
The Tour of Britain takes place from 9-16 September this year. The course runs from Ipswich to Guildford, with a stage finish at Knowsley Safari Park alongside the elephant enclosure.
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