In a landmark five-year partnership set to transform its digital capabilities and user experience, British Cycling has today unveiled a pioneering new partnership with Elixirr, the award-winning global challenger consultancy, as its Official Digital Transformation Partner.

By joining forces with Elixirr, the organisation is set to further elevate its connection with clubs to communities, whilst engaging more fans with Britain’s most successful Olympic and Paralympic sport.   

The partnership sees Elixirr appointed as British Cycling’s Official Digital Transformation partner, delivering services across its technology estate to revolutionise the way that members, clubs, organisers and partners interact with the National Governing Body.  

During the course of the digital transformation programme – a key pillar of British Cycling’s wider Programme of Change – Elixirr will overhaul the digital and data ecosystem in order to redevelop its digital presence to provide greatly enhanced functionality and personalised content capabilities.  

The partnership will also see Elixirr become the ‘Official Partner’ to the nation’s largest free to attend sporting event, the Lloyds Tour of Britain, and will be developing, with British Cycling Events, an enriched and enhanced fan experience.

Darren Henry, Chief Commercial Officer at British Cycling, said:  

“British Cycling has enjoyed extraordinary commercial success over the last year, and this partnership with Elixirr is testament to our forward-thinking vision. This is not just a major sponsorship deal; it is a transformative partnership that will bring cutting-edge technology to the sport and enhance its impact across the UK. We are excited to realise the benefits that this partnership will bring to communities, whilst modernising our sport and events, attracting new fans and inspiring future generations of cyclists.”

Stephen Newton, Founder and Chief Executive Officer of Elixirr, said:  

“We are proud to be working with British Cycling who represent such an iconic sport and whose purpose is to bring the joy of cycling to everyone. We look forward to bringing our wide-ranging expertise across technology, data and analytics to give a new experience to every cycling fan in the UK. Artificial intelligence and machine learning will create unparalleled ways for how the sport engages with its audiences and we will support British Cycling to be at the forefront of this revolution.”