Award-winning global challenger consultancy Elixirr will extend their partnership as British Cycling’s Official Digital Transformation Partner, to include the Lloyds Tour of Britain, the UK’s biggest free-to-spectate live sporting spectacle.
Announced in March, Elixirr was appointed Official Digital Transformation Partner of British Cycling in a landmark five-year partnership, that is set to transform the organisations digital capabilities and user experience.
Starting with the Lloyds Tour of Britain Women, which begins on Thursday (5 June) from Forestry England Dalby in North Yorkshire, Elixirr will work with British Cycling Events to enrich and enhance the fan experience, across both the men’s and women’s races.
Branded ‘Insights by Elixirr’ will appear across the Lloyds Tour of Britain race coverage, beginning with the four stages of the women’s race this week, and continuing with the six stages of September’s men’s event.
Following last week’s announcement that the Lloyds Tour of Britain Women had joined the BBC’s Women’s Summer of Sport, fans will be able to see the ‘Insights by Elixirr’ and follow the action live via the BBC iPlayer and BBC Sport website and app, as well as via Discovery+, and flag-to-flag coverage on 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.”
To discover the routes of all four stages of the Lloyds Tour of Britain Women in more detail, and more information about the race, host venues, and participating teams, please click here.
The Lloyds Tour of Britain Women gets underway in the Tees Valley and North Yorkshire on Thursday 5 June, with a stage between Dalby Forest and Redcar across the North York Moors National Park, before the second stage from Hartlepool ends with an uphill finish at Saltburn-by-the-Sea.
The race concludes with a pair of stages in Scotland, the first in the Scottish Borders, starting and finishing in Kelso, before the final stage in Glasgow on Sunday 8 June.
Following the final leg, fans and cyclists of all ages and abilities will have the chance to take part in the free Lloyds Tour of Britain Family Cycling Festival, building on Glasgow’s cycling legacy, and providing a unique chance to ride on the same closed road, traffic free, circuit as the world’s best. For more information on the Lloyds Tour of Britain Family Cycling Festival, please click here.
