British Cycling has launched a new commercial entity today to “supercharge commercial growth” in the sport.
British Cycling Ventures is actively seeking private equity and will absorb the existing British Cycling Events subsidiary to bring all commercial strands into one organisation.
Darren Henry, British Cycling’s chief commercial officer, said: “The launch of British Cycling Ventures is a landmark moment for our organisation and a transformative step for British sport.
“For the first time, we have a dedicated commercial engine designed to elevate cycling’s reach, create unforgettable experiences for riders and fans, and build sustainable growth far beyond our traditional horizons.”
British Cycling Ventures' strategy will focus on expanding its events portfolio, from track cycling to cyclocross and BMX freestyle.
Launched ahead of Britain hosting the Tour de France Grand Départ in 2027, it will also lay the groundwork for other commercial activities in the future, which will include partner platforms, digital ecosystem and “new revenue models aligned with how fans engage with the sport today”.
British Cycling has already increased its commercial revenue by 286 per cent since 2023, through its lead partner, Lloyds, alongside partnerships with Shell UK, Elixirr, ALE and others.
The organisation says that with more than 26.3m people riding bikes at least once a year in the UK, there is a “significant opportunity to grow revenues”.
British Cycling has appointed Oakley Sports Advisory to help identify and secure investment partners.
The launch of British Cycling Ventures follows the success of UK Athletics’ Athletic Ventures, which works with London Marathon Events and the Great Run Company.
Athletic Ventures aims to grow athletics in Britain and has delivered major events, such as last year’s London Athletics Meet for 55,000 people at West Ham United’s London Stadium.
The focus on commercial growth follows British Cycling’s announcement in November that it will have a new competition structure by 2029, which will be simpler and “more fun” in an attempt to attract more people to cycling clubs and events.
