International consulting firm Elixirr has announced a new partnership with British Cycling. The alliance will see the advisory firm help improve the organisation’s digital and data ecosystem until 2030.
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. AI 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.”
British Cycling is the main national governing body for cycle sport in Great Britain. It represents Britain at the world body, the Union Cycliste Internationale and selects national teams, including the Great Britain Cycling Team for races in Britain and abroad. The five-year partnership with Elixirr comes as part of British Cycling’s wider Programme of Change, and will serve as official digital transformation partner to the organisation.
Helping it to elevate its connection with clubs to communities, Elixir will deliver services across its technology estate, working to improve the way that members, clubs, organisers and partners interact with the National Governing Body. During the course of the digital transformation programme, Elixirr will overhaul the digital and data ecosystem in order to redevelop its digital presence to provide greatly enhanced functionality and personalised content capabilities.
This will include Elixirr becoming 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, added, “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.”