Sky To Sponsor British Cycling
Satellite broadcaster Sky has struck a significant sponsorship deal to become British Cycling’s principal partner for the next five years.
The multi-¬million pound partnership will provide increased support for cycling in the run-¬up to the London 2012 Olympics.
The deal covers every level of the sport from the Elite Team of World, Olympic and Paralympic cyclists to British Cycling’s talent development programmes and grass¬roots initiatives in schools and local communities.
The sponsorship will cover all forms of the competitive sport from BMX to track cycling and road racing, with the aim of bringing on the elite teams and accelerating the development of emerging talent.
The partnership also aims to build on Britain’s love of cycling with participation programmes in schools, youth clubs and the wider community to encourage everyone to get cycling.
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.
Sky Sports is also sponsoring the London Freewheel cycling event on 21st September.
Londoners will be encouraged to get on their bikes and go for a ride through the city on that day. Roads will be shut off so people can ride passed famous landmarks like Big Ben and Trafalgar Square.
