The 2026 edition of the Lloyds Tour of Britain delivered record-breaking broadcast figures and digital engagement, underscoring the growing stature of the UK’s largest free-to-attend sporting event.
According to British Cycling, combined global viewership across the women’s and men’s races reached 4.5 million, marking a 56.4% year-on-year increase. The Lloyds Tour of Britain Women experienced a surge in international and domestic interest, recording a 292% rise in viewership compared to 2025. Domestically in the UK, a combined audience of 1.5 million viewers tuned into ITV4/ITVX and TNT Sports across both races, supplemented by strong international broadcast reach—including 1.3 million viewers in France for the men’s event alone.
Digital and social channels saw substantial growth, generating 28 million organic impressions (a 152% year-on-year increase) alongside 2.1 million YouTube views from live streams and the new ‘Inside the Tour’ podcast. Tens of thousands of spectators also lined the roadside across both events, which were supported by commercial partners including Lloyds, Elixirr, Omoda, and event delivery partner IMG.
The Lloyds Tour of Britain was delivered in 2026 over three weeks under the mantle of two races (elite women and men), via one Tour of Britain, and was won by Kim Le Court-Pienaar (AG Insurance – Soudal) and Tim Wellens (UAE Team Emirates – XRG).
The 2026 Lloyds Tour of Britain Women started in Cockermouth on August 19, 2026, and passed through Clitheroe, Blackpool, Mold, Great Orme, Llandudno, Llanidloes, and Hay-on-Wye, before concluding in Royal Leamington Spa on August 23, 2026.
The 2026 Lloyds Tour of Britain Men began in Lincoln on September 2, 2026, and visited Boston, Skegness, Hull, Beverley, Helmsley, and Leyburn, before finishing in Earlston in the Scottish Borders on September 6, 2026.
Looking ahead to the 2027 season, the Lloyds Tour of Britain Women will take place from August 11–15, 2027, following the UK Grand Départ of the Tour de France Femmes avec Zwift. The Lloyds Tour of Britain Men is scheduled for September 1–5, 2027.
