According to Phil Liggett - who has been commentating on the Tour de France for 40 years - this weekend's coverage of the final time trial on Saturday and triumphal entry into Paris on Sunday will be aired on ITV1 as well as ITV4.
Shifting from the relatively niche ITV4 to the terrestial reach of ITV1 is a recognition Britain has a new sporting hero.
In fact, it has three. Bradley Wiggins is likely to get the final yellow jersey on Sunday, winning Le Tour outright, but in second place is Kenyan-born Chris Froome, who rides for Great Britain, and the likely stage winner on the Champs-Élysées is Manxman Mark Cavendish.
At yesterday's post-stage press conference, Bradley Wiggins said he was disappointed so many of the questions posed were negative ones: "And even now, no one's actually said, 'Bloody good on you, mate, well done.'"
BikeBiz.com would like to put that right. Bradley: Bloody good on you, mate, well done!Article continues below
A twitter hashtag has been created to help spread this message: #bloodygoodonyoumatewelldone