Sky misses British Cycling day in the spotlight

THE SKY £7.5M 5-year sponsorship of British Cycling looked like a great deal for both sides. For pay-TV broadcaster Sky, it was buying some exciting new content to promote in a sport which had heroics, glamour and medals. For British Cycling the benefits went beyond cash as it could genuinely look forward to the boost in public recognition and other commercial deals that could follow. Surprising then that for arguably cycling’s biggest day before the 2012 Olympics, the opening of the new Velodrome, Sky was nowhere to be found. It was left to Sky to buy half-page ads in national media to make the connection. - 23/2/2011