British Cycling & Elixirr Partnership | News
- British Cycling has broadened its partnership with global consultancy Elixirr to include the Lloyds Tour of Britain, covering both the men’s and women’s races.This expansion builds upon Elixirr's...
- The collaboration aims to enrich and enhance the fan experience of the Tour of britain.
- The women's race consists of four stages, while the men's event will span six stages in September.
British Cycling and Elixirr are expanding their partnership to include the Tour of Britain, promising an enhanced fan experience for both the men’s and women’s races. This exciting development will see Elixirr leverage data-driven insights and AI to enrich race coverage, offering cycling enthusiasts new ways to engage with the sport. “Insights by Elixirr” will be integrated across platforms like BBC iPlayer and Discovery+, starting in September. This move underscores British Cycling’s commitment to innovation and fan engagement, with this key initiative announced at the beginning of June. News Directory 3 is proud to cover this partnership. What improvements can fans anticipate, and how will this transform the future of the sport? Discover what’s next …
British Cycling, Elixirr Expand Tour of Britain partnership
Updated June 04, 2025
British Cycling has broadened its partnership with global consultancy Elixirr to include the Lloyds Tour of Britain, covering both the men’s and women’s races.This expansion builds upon Elixirr’s initial appointment as British Cycling’s official digital change partner in March, a five-year deal.
The collaboration aims to enrich and enhance the fan experience of the Tour of britain. “Insights by Elixirr” will be integrated into race coverage for both the women’s race and the men’s event in September. Fans can access the action through BBC iPlayer, the BBC Sport website and app, Discovery+, and the Lloyds Tour of Britain YouTube channel.
The women’s race consists of four stages, while the men’s event will span six stages in September. The partnership focuses on using technology to create memorable experiences for cycling enthusiasts, whether they are watching from the roadside or at home.
“We’re thrilled about this expanding partnership with British Cycling,” said Stephen Newton, Founder and CEO of Elixirr. “At Elixirr, we’re passionate about using technology to create unforgettable experiences… This is a brilliant opportunity to inspire communities and elevate how cycling is experienced across the nation.”
Darren Henry, Chief Commercial Officer at British Cycling, said the organization is “delighted to be broadening our partnership with Elixirr to encompass this country’s largest free-to-spectate live sporting event, the Lloyds Tour of Britain.” He added that they are “excited to be working with Elixirr going forwards to continue to grow the event, and enhance the experience and understanding of fans watching at home and at the roadside.”
What’s next
Looking ahead, British Cycling and Elixirr plan to further develop the fan experience at the Lloyds Tour of Britain, leveraging data and insights to deepen engagement and understanding of the sport.