Sky’s the limit for British Cycling

BRITISH DIGITAL satellite television service Sky has extended its sponsorship of British Cycling for a further four years to the end of 2016.

The renewed deal will see Sky continue in its capacity of British Cycling’s Principal Partner, taking the relationship to nine-and-a-half years having first sponsored the national body in July 2008.

While financial details of the agreement remain undisclosed, Frontloaded suggests Sky will contribute a significant cash amount to British Cycling, likely to be in excess of £10 million per year.

Sky’s sponsorship will cover six disciplines of British Cycling – BMX, Mountain Bike, Cyclo-Cross, Road, Track and Cycle Speedway – with the most high-profile beneficiaries being Team GB and Team Sky – Britain’s professional road racing team.

As well as providing financial support to British Cycling, Sky’s sponsorship also aims to increase national participation at all levels of the sport through initiatives such as Sky Ride.

Since its inception Sky Ride has inspired almost 700,000 new regular cyclists (at least once a month or 12 times a year), leaving the brand on track to achieve its goal to get one million extra people cycling regularly by 2013.



By Luke Harman

Follow Luke on Twitter: @lukeharmanSBG