Premier League told it threatens other sports due to "behemoth" level dominance

07 February 2024 , 11:23

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The Premier League's dominance over other sporting events is proving problematic (Image: Getty Images)

The Premier League has become such a “behemoth” that other major sporting events are finding it harder than ever to stay afloat, British Cycling chief executive Jon Dutton has claimed.

After the organisers of the Tour of Britain and its women’s race went into liquidation, the sport’s governing body has now stepped in to organise both events this year. Dutton says the commercial interest in the country’s flagship cycling events has waned and with other sports also impacted by brutal financial realities, the all-encompassing nature of English football’s top flight is having a negative affect elsewhere.

Speaking to The Cycling Podcast, Dutton said: “We’ve inherited a complex situation but we have a great determination to put on both races this year.

“It’s a race against the clock to ensure those races go ahead but we’re doing everything in our power to make sure what I would describe as the jewel in the crown of domestic racing here in Great Britain happens in ‘24 with a view to growing thereafter.

“While being optimistic I’m also a realist and I’ve spent 28 years in the sports industry and it’s probably the hardest I’ve ever seen the industry in terms of driving commercial revenue. We’ve seen that manifest in different ways. It’s cycling but sport in general. We’ve seen in the UK the behemoth of the Premier League in football has gone from strength to strength but many sports are suffering in the same way cycling has.

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“Cycling races are expensive so to be financially sustainable it needs to drive revenue, whether that be from broadcast, sponsorship or rights fees contributed from the public sector. We’re under no illusions over how hard this is.”

Jon Dutton is now chief executive of British Cycling and having worked in other sports, including rugby league, he is aware of the wider challenges.

The women’s Tour of Britain is scheduled to take place in June but will have fewer stages than in previous years, while the men’s race is expected to continue to be eight days long when it takes place in September. Logistical costs, including policing and ensuring road closures, had a crippling impact on the previous organisers.

Dutton previously said: “We know just how important our men’s and women’s national tours are to our riders, teams and the national cycling culture. We have acted quickly to safeguard their place on the calendar in 2024, and have bold, long-term ambitions to grow their stature, reach and commercial proposition over the years ahead.”

Alan Smith