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Ask any rider racing the Aviva Women’s Tour what she loves most about the British stage race, and I can almost guarantee you that she will mention the crowds. Race organisers have gone to great length to educate the community about the race, and encourage community groups, schools and those who live along the route to get involved. Over 100,000 children will attend the Aviva Women’s Tour by race end -and the large majority of this children will stand roadside thanks to the work done by Sweetspot to promote the race. Why focus on the crowds and the kids? This decision is part of the Aviva Women’s Tour social agenda -an agenda that promotes equality and women in sports over professional cycling.
We spoke with a handful of children at the start of the first stage of the Aviva Women’s Tour in Bury St Edmund. Video includes comments from Lizzie Armitstead (Boels-Dolmans) on inspiring the next generation.