Winner crossing line at Tour of Britain cycling race

Tour of Britain comes to Cheltenham – How you can get involved

Cheltenham Borough Council have now confirmed that the town will host the finish of the penultimate stage of the OVO Energy Tour of Britain this September, which will see 120 of the world’s top professional cyclists race through the Cotswolds to arrive in our historic spa town on Saturday 9 September.  This exciting event will kick off a programme of events across the town as part of Cheltenham Festival of Cycling.

Tim Atkins, managing director of place and economic development for Cheltenham Borough Council, says: “This will be a major economic boost attracting a large number of visitors to the town. The Tour of Britain is a fast-paced and thrilling event to watch and many locals have stood on the side-lines as the pros dashed through Gloucestershire in recent years. Now, we are proud to have secured not only a race through our streets, but the finishing posts as well, which will see the town broadcast live on television to more than a million viewers. We’re looking forward to welcoming cycling fans to Cheltenham to witness the excitement here first-hand.

We are planning a significant marketing campaign to ensure we make the most of this event which includes national PR, pre/during event promotional materials including banners and lamp post pennants, strong social media presence, alongside devising competitions and reader offers for short breaks in the area.  Post event we have identified a number of legacy activities including the development of cycling routes through Cheltenham and the Cotswolds to encourage visitors to return long after the peloton has whizzed through.

How your business can get involved

There are many ways that businesses can get involved in this great opportunity. You may have a cycle friendly offer or a great place to stay that offers bike lock up over night?  Or you might be a business that offers somewhere to eat, drink or stay for the thousands of spectators expected from outside the area.

There are also many sponsorship packages available, from becoming a major partner to sponsoring the Kids Zone.

If you want to ensure your business gets in front of those visitors who might want to eat, drink or stay please get in touch with us to make sure your details are listed on Email: Debbie

We are inviting businesses to bring their ideas and find out more about how we can make the most of this event at a workshop over the next few weeks. If you are interested in attending please email Kelly Ballard via