Tour of Britain provided multi-million pound boost to Cumbrian economy, says independent report

THE Cumbrian economy was boosted by more than £4m by holding a stage of the Tour of Britain.

Independent research has found that £4.1m was ploughed into the county during Stage Two of the successful cycling race.

Data analysts Frontline compiled the research on behalf of the event organisers SweetSpot and the sum compares favourably with the £2.37m economic boost Cumbria enjoyed in 2012, when the stage started in Carlisle and finished in Blackpool.

An estimated 70,000 spectators attended the event and nearly two-thirds of them, 61 per cent, came from outside the county to watch.

An analysis of the value of the media coverage for Cumbria by sports marketing experts Repucom estimates that Cumbria and the Lakes received £1.7m worth of publicity.

Eleven broadcasters aired the race to 166 countries around the world. The event was watched live by 1.56m people across Europe on Eurosport, and had an average reach of 435,000 British viewers live on ITV4.

The ITV4 highlights programme later in the day was the most viewed of all the eight stages, with an average reach of 696,000 viewers. 
 

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