Milestone moment for cycling as the Lloyds Tour of Britain works with Elixirr and Velon to enhance viewing experience for fans 

As Official Race Insights Partner of the Lloyds Tour of Britain, Elixirr will work alongside Velon, a technology and media company owned by leading professional cycling teams, to bring fans closer to the action through live rider performance data and analysis.  

The initiative builds on Elixirr’s partnership with The Lloyds Tour of Britain as its Official Race Insights Partner, using data and technology to enhance how fans experience and engage with the sport. 

This will be the first time live rider data has been integrated with the broadcast of a women’s World Tour stage race, showing the commitment of the partnership to raising the profile of women’s sport through innovation. 

A live rider performance data feed will be part of the broadcast including speed, power, and real-time location will be available throughout both the women’s and men’s races, delivering deeper insights into the action as it unfolds.  

The live broadcast feed will provide revealing insights into the riders’ performance, enhancing the viewing experience, something the Lloyds Tour of Britain, along with Elixirr and Velon, are passionate about improving. The data will be utilised by commentators and broadcast partners to supply audiences with a rare glimpse into performance metrics required to compete at the highest level. 

Likewise, Lloyds Tour of Britain social media channels will be using insights from Velon’s tracking device to create pioneering and captivating content. This will include intriguing graphics of performance data, and video content capturing riders’ and teams’ point-of-views during the race. 

Jonathan Day, Director of Events for British Cycling Ventures, commented: 

Graham Busby, Deputy CEO at Elixirr, said: 

 Graham Bartlett, Chief Executive at Velon, said: