The intersection of sports and technology has transformed the way fans experience live events. Immersive, interactive and personalised engagement is increasingly expected by fans rather than being a nice-to-have. British Cycling, in partnership with Tata Comms Media, is leading the charge in reimagining fan experiences at live events. The 2024 Tour of Britain finish in Felixstowe, Suffolk provided the perfect setting to showcase cutting-edge communications and mobile video solutions aimed at enhancing fan engagement.
The stage race that travels through various towns and cities in the UK, held in September, was headlined by Paris 2024 Olympic Games gold medallists Tom Pidcock of Great Britain and Remco Evenepoel of Belgium. The 108-rider start for the Tour of Britain Men event got underway in Kelso in the Scottish Borders, winding through North Yorkshire, Sheffield, Northamptonshire and East Anglia before the finale in Suffolk. Tata Comms Media’s ambitious proof-of-concept for fans watching the exciting conclusion of the race enabled an innovative connectivity setup at the finish line.
Seamless connectivity
Central to this pilot was the deployment of a high-performance Wi-Fi 6 network by Tata Comms Media. This network enabled fans in the Felixstowe hospitality and spectator areas to connect seamlessly, without network slowdowns, despite high data traffic. The setup featured the new enterprise-grade Wi-Fi service using Cisco Meraki technology – with strategically placed access points to ensure consistent, high-quality digital access even in crowded areas.
Enabling reliable connectivity has become an essential requirement at live sports events, when mobile networks are often saturated in crowded or remote areas. As Martyn McKenna, associate vice president and global head of delivery at Tata Comms Media, explained: “The impact this technology has on fan experience is a real gamechanger. Fan expectations are high – any disruption in AV performance is noticeable and can have a knock-on effect on brand loyalty. This pioneering Wi-Fi setup ensured all fans in Felixstowe were able to stay connected regardless of their mobile network and that our hospitality partners were able to ensure their guests had an assured connection and guaranteed bandwidth.”
Personalised, immersive video experiences
Beyond basic connectivity, Tata Comms Media and British Cycling crafted a more engaging and personalised experience for VIPs in the hospitality area with a custom-built web app, created in association with RealSprint using its Vindral live streaming technology. By scanning a QR code, attendees accessed multiple live video feeds from helicopters, motorbikes and static cameras, allowing them to curate their viewing experience. This bespoke connectivity solution was offered exclusively to VIPs, delivering high-quality streams at low latency without depending on mobile signal strength.
“This video enabled VIPs to see the race from all angles, even when they were in the hospitality area, and ensured that wherever they were on the site, they need not miss any of the action,” McKenna noted.
“This interactive approach reflects a much wider trend in sports and entertainment, where fans want more control over how they consume content,” he added. “Features like the ability to switch between camera angles and access real-time stats deepen engagement and offer fans a closer connection to the action. While sports organisations such as British Cycling have already begun adopting these tools, there is still room for further innovation, especially with the use of AI-driven insights to enhance fan video experiences further.”
Enhancing partner value
The pilot project also highlighted the importance of serving key stakeholders, such as hospitality guests. Tata Comms Media ensured a seamless Wi-Fi and mobile video experience for these VIPs, creating a dedicated zone with prioritised bandwidth for hospitality guests. The custom web app featured sponsor logos and promotions, enhancing brand engagement with the event audience and adding value for British Cycling’s partners.
This approach demonstrates how technology can enrich the broader ecosystem of sports events, providing value for both fans and partners by ensuring they are connected – allowing them to engage with other fans over the race action via social media, or for those with access to the app, the ability to catch the race from unique vantage points via video feeds. By elevating the fan experience with AV tools and platforms, organisers can create more compelling, engaging, and mutually beneficial fan experiences and partnerships.
Darren Henry, chief commercial officer, British Cycling, said: “This project has shown the potential for how innovative technology can revolutionise the experience of our fans and community at the flagship Tour of Britain events. Through this pilot project, the partnership showcased how we can reach and interact with modern sport fans, and how by leveraging data, we can create an enhanced fan engagement with those attending the Tour of Britain finish line. The findings are fascinating, and the insight contributes to our mission to modernise the sport and continue to deliver world-class events.”
