British Cycling locks in IMG agreement

British Cycling Events has announced a six-year strategic partnership with global sports events and representation company IMG.

The national cycling body has stated that IMG will support ‘the long-term growth and sustainability of the federation’s events portfolio and generate new revenue to reinvest into the sport.’

The partnership will see Endeavor-owned IMG provide ‘expertise in production, media rights distribution, commercial partnerships, digital marketing and advisory services for the Lloyd’s Bank Tour of Britain events’, as well as ‘strategic advisory services for British Cycling Events’ wider portfolio and operations.’

The new agreement comes in the same year British Cycling sealed a significant sponsorship deal with Lloyds Bank, secured in partnership with IMG, and the delivery of the Lloyds Bank Tour of Britain Women in June and Lloyds Bank Tour of Britain Men last month.

British Cycling CEO, Jon Dutton, said, “IMG are renowned across the world for being at the cutting edge of sport and entertainment, and this new long-term partnership signals the scale of our ambition to grow the reach of our events and unlock the true potential of our sport.

“We’re on the cusp of an exciting new chapter in British Cycling’s history, with a renewed purpose to bring the joy of cycling to everyone, and we believe that IMG’s world-leading insight and guidance will further accelerate our progress in the years ahead.”

Robbie Henchman, President, Global Partnerships at IMG, added, “This partnership is a unique opportunity to build upon and deliver a new purpose-led vision for British Cycling. The game-changing agreement with Lloyds Bank will help boost access to cycling through innovative events and concepts that have the potential to engage people of all ages in new and meaningful ways.”

“Through IMG’s global network and unparalleled expertise, we have the capabilities to help further reinvigorate the sport, attract new fans and drive deeper engagement with its dedicated fan base, enabling British Cycling Eventsto extend its investment into cycling at all levels.”

British Cycling Events is the wholly owned subsidiary of British Cycling, which delivers the likes of the UCI Track Champions League rounds in London and the Lloyds Bank Tour of Britain Women and Men.