British Cycling picks up Elixirr

British Cycling has extended its partnership with global consultancy Elixirr to include the Lloyds Tour of Britain.

Elixirr was appointed British Cycling’s official digital transformation partner in a five-year deal announced in March.

The extended partnership will now incorporate the UK’s biggest free-to-spectate live sporting spectacle, covering both the men’s and women’s races.

Starting with the Lloyds Tour of Britain Women, Elixirr will work with British Cycling Events to enrich and enhance the fan experience. Branded ‘Insights by Elixirr’ will feature across race coverage for both the women’s race this week and the men’s event in September.

This will begin with the four stages of the women’s race this week, and continue with the six stages of September’s men’s event. Fans can follow the action via BBC iPlayer, BBC Sport website and app, Discovery+, and the Lloyds Tour of Britain YouTube channel.

Stephen Newton, Founder and Chief Executive Officer, Elixirr, said, “We’re thrilled about this expanding partnership with British Cycling. At Elixirr, we’re passionate about using technology to create unforgettable experiences. Whether fans are roadside or watching from home, we aim to deepen their connection to the race through real-time data, AI-powered insights and enhanced storytelling. This is a brilliant opportunity to inspire communities and elevate how cycling is experienced across the nation.”

Darren Henry, Chief Commercial Officer, British Cycling, added, “We are 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, and 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.”