Shell deal leads British Cycling’s sponsorship diversification strategy

Neah Evans and Laura Kenny of Great Britain compete during the 2022 UCI Track World Championship. (Antonio Borga/Eurasia Sport Images/Getty Images)
Neah Evans and Laura Kenny of Great Britain compete during the 2022 UCI Track World Championship. (Antonio Borga/Eurasia Sport Images/Getty Images)
British Cycling's addition of Shell to its sponsorship portfolio is part of a stagey to broaden the range of its commercial partners, reports Matthew Glendinning

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