The UK’s premier cycle races drew record audiences at home and abroad, with innovative rider data and in-car experiences helping to drive engagement
The Lloyds Tour of Britain Women and Men cycle races attracted 4.5 million viewers globally, which is a new record for the event.
In the UK, 822,900 viewers watched the women’s race on ITV4/ITVX and TNT Sports, while 724,540 viewers watched the men’s race on the same channels. Internationally, the men’s race attracted 1.3 million viewers in France alone.
Fans also engaged with the events in record numbers online, with Lloyds Tour of Britain digital channels generating a combined 28 million organic impressions.
Data helped elevate coverage of the races. Elixirr, working with Velon, brought innovative rider data and insights to broadcasts and social media, giving viewers a new perspective on the action, while OMODA joined as Official Automotive Partner and created in-car experiences that gave fans the chance to see elite racing up close.
The opening stage of the men’s race took place in front of thousands os spectators along the narrow-cobbled streets of Michaelgate in Lincoln, and large crowds also gathered in Royal Leamington Spa to see Kim Le Court-Pienaar take the green jersey on the final day of the women’s race.
Managing director of British Cycling Ventures, Darren Henry, said: “By reaching new audiences digitally and creating more opportunities for spectators through our events, we are continuing to see the Lloyds Tour of Britain Women and Men go from strength to strength, and we’re delighted that 2026 was our biggest edition yet. Whether watching from home, following online or joining us at the roadside, more people than ever are engaging with this world-class event, reinforcing its position as one of the UK’s leading sporting events.”
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