The UK division of banking group HSBC has been unveiled as a sponsor of this year’s edition of the International Cycling Union’s (UCI) Road World Championships, which will be held in the English county of Yorkshire from September 22-29.
The deal sees HSBC UK strengthen its position within the sport, with the company having served as a lead partner of British Cycling since 2017.
The partnership with this year’s Road World Championships was brokered by The Sports Consultancy agency. As part of the agreement, HSBC UK will work with the UCI to set up a number of events and activities in fan zones and along race routes.
HSBC UK joins the likes of Mapei, Shimano, Tissot, Harrogate Spring Water, Yorkshire Tea and Santini as sponsors of the event.
Luke Harper, HSBC UK’s head of the British Cycling partnership, said: “Through our partnership with British Cycling we want to inspire 2 million people in the UK to ride a bike by 2020 so being part of the biggest cycling event of the year is a great way to encourage participation and excitement about getting onto two wheels.”
This year’s Road World Championships will mark the first time that Yorkshire has staged the event since 1982.