Pinarello have given British Cycling 1,050 bikes since becoming their official cycle suppliers in May 2010. As well as providing 250 high-end bikes for the UK governing body's Olympic programme, the Italian company have also handed over 800 mountain bikes for Go-Ride beginner sessions at schools and community centres.
"They're supporting us from the grassroots level all the way up to the elite level," said a British Cycling spokeswoman. In total, nearly 90 athletes and over 20,000 young people have benefited from the partnership.
The reciprocal benefits for Pinarello are clear; thanks also to their sponsorship of Team Sky, they're now the dominant bike brand when it comes to high-level racing in the UK, as well as having a much higher profile at the grassroots level.
The deal with Pinarello is the first of its type for British Cycling, and covers the period up until the end of 2012, including the London Olympic and Paralympic Games. CEO Ian Drake said: "The fact that the partnership is not only benefiting our elite riders but also helping more young people get involved in our sport is hugely important to us."