British Cycling has announced a five-year digital transformation partnership with global consultancy Elixirr. The partnership, which ‘aims to transform user experience and provide enriched, personalised offerings for fans’, sees Elixirr appointed as British Cycling’s official digital transformation partner. The consultancy will ‘deliver services across its technology estate to revolutionise the way that members, clubs, organisers and partners interact’ with British Cycling. As per the agreement. Elixirr will overhaul the digital and data ecosystem to redevelop British Cycling’s digital presence, enhancing ‘functionality and personalised content capabilities.’ The consultancy will also become the official partner to the Lloyds Tour of Britain, focused on ‘developing an enhanced fan experience.’ Darren Henry, Chief Commercial Officer at British Cycling, said, “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, added, “ We are proud to be working with British Cycling who represent such an iconic sport and […]
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