British Cycling Appoints New Commercial Director

British Cycling has announced former Southampton Head of Partnerships Darren Henry as its new Commercial Director.

Henry (pictured above) will be tasked with developing and enhancing British Cycling’s long-term growth, sustainability and brand, and will be responsible for securing commercial partnerships, promoting the development of membership, and maximising opportunities from major cycling events.

He will take up his role on Tuesday 17th August having spent three years at the south coast Premier League side. During this time there, he was responsible for securing over £50 million of new commercial income, including club record-breaking commercial partnerships.

“As we build British Cycling into a commercially sustainable organisation it is essential that we develop a range of income streams, which in turn reflect all the different aspects of our organisation, such as the various cycling disciplines,” said Brian Facer, Chief Executive, British Cycling.

“Darren’s proven track record will be really important in helping us identify opportunities, make the most of them and then nurture lasting relationships which can benefit everyone involved. I’m looking forward to working closely with him as we take British Cycling into an exciting new era.”

Henry added: “I am really looking forward to be joining Brian and the team at British Cycling. It is a really exciting time for all aspects of the sport – from the team competing for medals out in Tokyo to the millions across the country getting on their bikes daily.

“From growing participation and keeping people active, to supporting a vibrant domestic sport, it’s clear that cycling has a vital role to play in our country over the years ahead – making British Cycling’s proposition a unique and compelling one for brands and prospective partners.

“Cycling has experienced incredible growth over recent years and the sport is positively impacting society, environment and sustainability, health and wellbeing, and the economy. This will provide new opportunities to accelerate the organisation’s commercial development, and I can’t wait to get started.”

Prior to joining Southampton as Head of Partnerships in 2018, Henry worked in various commercial leadership roles in sport, including spells at Manchester United, IMG Golf, Harlequins, London Irish and sports marketing agency Two Circles.