In a multi-million pound sponsorship deal, satellite broadcaster Sky has been announced as British Cycling’s ‘principal partner’ for the next five years.
The partnership will cover all levels of the sport from investment in the elite athletes’ programme through to initiatives at grassroots level and will include disciplines ranging from BMX to track and road cycling. The aim is to help boost the development of the elite teams whilst accelerating the emergence of fresh talent
The deal, however, does not include the funding of the British national road racing team with which British Cycling hopes to compete at Grand Tour level in the next few years.
In addition to its financial investment, Sky will use its marketing expertise and relationships with one in three families across the UK to help British Cycling to encourage participation in cycling for sport and leisure among people of all ages and abilities.
“I believe this partnership will create a step change for cycling,” said David Brailsford, British Cycling’s performance director.
“Sky is a committed and passionate partner for British Cycling. Working together, we can take elite cycling to new heights and get more people involved in the sport at all levels.”
Sky Sports is also sponsoring the London Freewheel cycling event on September 21.