Women’s Tour of Britain draws 822,900 UK viewers, organizer says

British Cycling says the women’s Tour of Britain drew 822,900 UK viewers across ITV4, ITVX and TNT Sports, compared with 724,540 for the men’s race on the same channels. It also says the women’s audience rose 292% from 2025.

British Cycling took over organizing both races in early 2024 after the previous organizer, SweetSpot, entered liquidation. The women’s race ran 19–23 August, and the men’s race took place at the start of September.

Different coverage for the two races

Each race had five stages. ITV4 and ITVX showed daily highlights of the women’s race, while both carried the first four men’s stages live and ITVX showed the final stage live. TNT Sports broadcast both races live, and YouTube streamed them live and free.

Velora Cycling reported that British Cycling did not say how viewers were counted or specify the nature of the data source. The captured reports leave unresolved whether people who watched multiple stages or platforms were counted more than once, or whether the annual comparison used the same measurement.

Cycling Weekly said the figures followed a call for more live coverage from The Cyclists’ Alliance, an independent union representing women cyclists. In the union’s annual survey, board director Lexi Brown said fans wanted to see whole races and that start-to-finish coverage should no longer be exceptional in women’s cycling.

The races return in 2027

Darren Henry, managing director of British Cycling Ventures, said digital audiences and opportunities for spectators were helping the races grow. He described the events as a platform for fans, partners and host venues and said he expected further growth in their reach and impact.

The 2027 women’s Tour of Britain is scheduled for 11–15 August, followed by the men’s race on 1–5 September. Earlier that year, the first three stages of both the Tour de France and the Tour de France Femmes are scheduled in Britain; all six stages will be shown live on free-to-air Five.