ITV have broadcast terrific coverage of the Tour de France for many years, but it's always been hidden away from the masses on the little-watched ITV4.
But thanks to Bradley Wiggins Tour-chasing heroics, it will be thrust into the prime time spotlight throughout the weekend on ITV1. Coverage of Saturday's final time time will start from 2pm, as will the race's Sunday finale on the Champs Élysées.
ITV4's coverage as already enjoyed tremendous viewing figures this year, with latest data showing over three quarters of a million tuned in to watch highlights of Wiggins' first day in yellow on stage 8.
Should he roll into Paris on Sunday still in yellow, figures could go stratospheric, giving professional cycling a platform in Britain it's never had before.