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

The Lloyds Tour of Britain has announced a significant partnership with consulting firm Elixirr and cycling data company Velon to improve the viewing experience for fans of the race. This collaboration marks a milestone moment for the sport, with the initiative expected to bring enhanced data-driven insights and innovative broadcast features to audiences. The partnership reflects a broader push within professional cycling to modernize fan engagement and make the sport more accessible and exciting to watch.