Women's Tour organizer Sweet Spot is trying to raise at least £75,000 from potential sponsors to pay for the event's first ever live broadcast.

The company has been in discussions with potential partners over the past year, but is short of funds because the title sponsor for the Women's Tour in June has yet to be confirmed.

"We are very excited [about securing sponsorship], but we want potential partners to know about this opportunity to see a brand that will forever be known for helping us deliver our first ever live broadcast," said a Women's Tour spokesperson.

The broadcast of the race will increase costs by approximately 20%, Sweet Spot explained, and those costs will come at a time when organizers' finances are still recovering from the effects of the COVID-19 pandemic.

The women's tour was cancelled in 2020 and postponed to 2021.

Historically, the race has had a nightly highlights program, broadcast in the UK on ITV and worldwide through Eurosport and GCN.

"We know from the historical TV audience data and digital footprint we have for the nightly highlights program that people are very interested in the event.

After the 2020 season, the UCI requires that races provide at least 45 minutes of live coverage in order to qualify for the World Tour. If they fail to do so, future races could lose their WorldTour status.

"This is a UCI [International Cycling Union] issue, but we are fully aware of the need to comply with the UCI Women's World Tour regulations," a spokesman responded when asked if the race could lose World Tour status.

Television coverage was initially planned for the 2021 event; in February 2021, race organizers announced that they had committed to delivering live coverage of the Women's Tour as part of a five-year agreement with Eurosport and the Global Cycling Network (GCN), but one week before the event, they announced that this was not possible due to "commercial realities."

The 8th Women's Tour will begin on June 6 in Colchester, with the most grueling summit finish in race history at the summit of Black Mountain on stage 5. The finish is in the historic city center of Oxford on June 11.

All 14 Women's WorldTour teams are on the start list, the largest in the event's history, and will compete for the overall win, which has been won in recent years by Marianne Vos (Jumbo-Visma), Lizzie Dayignan (Trek-Segafredo), and Demi Volaring (SD Works).