Lloyds Tour of Britain records 4.5m views, Women’s Race audience up 292%
The Lloyds Tour of Britain Women and Men have recorded a combined 4.5 million views globally, representing a 56.4% year-on-year increase.
The Lloyds Tour of Britain Women recorded the largest increase in viewership, with a 292% rise compared with the 2025 edition. A total of 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.
Both races also continued to attract significant international interest, with 1.3 million viewers in France watching the men’s race alone.
The increased interest was reflected in record-breaking figures across the Lloyds Tour of Britain’s digital channels. The races generated a combined 28 million organic impressions across all channels, marking a 152% year-on-year increase. YouTube recorded 2.1 million views from race livestreams and the new podcast, Inside the Tour, demonstrating the growing reach of the Tours’ digital content.
“The immense success of this year’s Lloyds Tour of Britain demonstrates the strength of the event and the significant opportunity it presents for the future of cycling,” said Darren Henry, Managing Director of British Cycling Ventures. “Growing crowds, strong engagement and commercial momentum show that there is a real appetite for world-class cycling events in Britain.”
The 2026 Lloyds Tour of Britain was held over three weeks, comprising two races under the Tour of Britain banner. The women’s race was won by Kim Le Court-Pienaar (AG Insurance – Soudal), while Tim Wellens (UAE Team Emirates – XRG) claimed the men’s title.
Looking ahead, the Lloyds Tour of Britain Women 2027 will take place from 11 to 15 August as part of a British summer of cycling celebrating and promoting the sport across the country. It will follow the historic UK Grand Départs of the Tour de France and Tour de France Femmes avec Zwift in July and August, respectively. The Lloyds Tour of Britain Men 2027 will take place from 1 to 5 September.
