Northamptonshire capitalises on Tour of Britain success

Despite it being one of six stages, West Northamptonshire accounted for a quarter of the economic impact generated by last summer’s Lloyds Bank Tour of Britain men’s cycle race.

It total, the economic impact of the race was £21.1 million and in Northamptonshire the impact of hosting the race, spending by attendees and the media exposure equated to £5.69 million.

The West Northants stage started at The Waterside Campus and included a day of entertainment for families, a chance to watch the entire stage on big screens and the University also hosted the race media centre.

UON Vice Chancellor, Prof Anne-Marie Kilday said: “Of the six stages, our stage generated a quarter of the economic impact of the total race with more money spent locally by attendees than anywhere else in the country.

“The University has at its heart the strategic goal of having a positive impact on its community and successes like this show together we can make a real difference and extract even more potential from our town and county.”

The Economic Impact Report by British Cycling also found that that £1 million was generated on Northamptonshire through extra salaries and profits, and the event generated over £635,000 worth of media exposure.

Over 85% of attendees expressed pride in their local area following the event, with 83% recognising the positive boost to the economy. Attendees from across the UK flocked to enjoy the race, with visitors spending an average of 2.4 nights in the area, further boosting the local hospitality sector.

Cllr Daniel Lister, West Northants Council’s Cabinet Member for Local Economy, Culture, and Leisure, said: “Hosting this event has not only delivered an incredible economic boost but has also inspired countless residents and visitors to embrace cycling and active lifestyles.

“The Council remains committed to building on this momentum and we can’t wait to host more major events like this including the upcoming Women’s Rugby World Cup.”