British Cycling signs digital transformation deal

British Cycling has announced a five-year digital transformation partnership with global consultancy Elixirr.

The partnership, which ‘aims to transform user experience and provide enriched, personalised offerings for fans’, sees Elixirr appointed as British Cycling’s official digital transformation partner.

The consultancy will ‘deliver services across its technology estate to revolutionise the way that members, clubs, organisers and partners interact’ with British Cycling.

As per the agreement. Elixirr will overhaul the digital and data ecosystem to redevelop British Cycling’s digital presence, enhancing ‘functionality and personalised content capabilities.’

The consultancy will also become the official partner to the Lloyds Tour of Britain, focused on ‘developing an enhanced fan experience.’

Darren Henry, Chief Commercial Officer at British Cycling, said, “This is not just a major sponsorship deal; it is a transformative partnership that will bring cutting-edge technology to the sport and enhance its impact across the UK. We are excited to realise the benefits that this partnership will bring to communities, whilst modernising our sport and events, attracting new fans and inspiring future generations of cyclists.”

Stephen Newton, Founder and Chief Executive Officer of Elixirr, added, “We are proud to be working with British Cycling who represent such an iconic sport and whose purpose is to bring the joy of cycling to everyone. We look forward to bringing our wide-ranging expertise across technology, data and analytics to give a new experience to every cycling fan in the UK. Artificial intelligence and machine learning will create unparalleled ways for how the sport engages with its audiences and we will support British Cycling to be at the forefront of this revolution.”