Cycling
Whoop data to feed into UCI Mountain Bike World Series broadcasts
Fitness tracking technology provider Whoop has agreed a partnership with the UCI Mountain Bike World Series
Toyota focuses on reducing emissions in Giro d’Italia renewal
Japanese car giant Toyota has renewed its sponsorship of the Giro d'Italia grand tour cycling race in a three-year deal with the event organisers RCS Sport
British Cycling continues sponsorship drive with travel partner deals
British Cycling has announced two new long-term commercial partnerships with travel specialists Destination Sport Travel and Sportive Breaks.
Shell deal leads British Cycling’s sponsorship diversification strategy
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
Suez adds Tour de France Femmes to women’s cycling portfolio
French utility company Suez has agreed a deal to sponsor the Tour de France Femmes women’s cycling event.
Kukri Sports named UCI Cycling Worlds clothing provider in six-figure contract
Sports clothing manufacturer Kukri Sports has been appointed as the official provider of workforce and volunteer clothing at the 2023 UCI Cycling World Championships taking place in Glasgow and across…
Lidl signs on as top-tier sponsor for Cycling World Championships
European retail store group Lidl has agreed a sponsorship deal with the inaugural Cycling World Championships, which will be staged at venues in Glasgow and across Scotland from August 3-13
Tour de France refreshes sponsor roster with Orangina deal
Soft drinks brand Orangina has agreed a sponsorship deal with cycling showpieces the Tour de France and Tour de France Femmes
Crédit Agricole to title sponsor Italian cycling’s ‘classics’
The Italian division of French financial services group Crédit Agricole has acquired title sponsorship rights to the Italian cycling ‘classics’ operated by the RCS Sport agency.
Saudi Arabia’s AlUla signs UCI WorldTour team naming rights deal
AlUla, a boutique heritage and culture destination in Northwest Saudi Arabia, has stepped up its association with GreenEDGE Cycling by becoming the co-naming rights sponsor of the Australian UCI WorldTour…
Liv sponsorship extension a ‘natural fit’ for Tour de France Femmes
Female-focused cycling brand Liv has extended its sponsorship of the Tour de France Femmes following its maiden edition earlier this year
British Cycling CEO exits after criticism of Shell deal
British Cycling has announced the departure of chief executive Brian Facer amid growing questions over the governance of the organisation and criticism of a sponsorship deal with oil and gas company Shell
ASO renews E.Leclerc’s top-tier Tour de France sponsorship
Amaury Sport Organisation (ASO), organiser of the Tour de France and other road cycling events, has signed an extension to its sponsorship contract with supermarket retailer E.Leclerc
Shell signs eight-year British Cycling deal
Shell UK has signed an eight-year deal to become an Official Partner of British Cycling in an agreement that starts this month and ends in 2030
Zwift adds 2023 UCI Cycling Worlds to sponsorship portfolio
Global online fitness platform Zwift has been named as a sponsor of the 2023 UCI Cycling World Championships in Glasgow and across Scotland
Tour of Britain organisers seek title sponsor ahead of next month’s race
SweetSpot Group, which organises cycling’s Tour of Britain, is seeking a title sponsor for this year’s event after talks with a prospective backer broke down.
Electric vehicle charger Wenea joins La Vuelta’s official supplier portfolio
Vehicle charging and energy management provider Wenea has signed on as an official supplier of cycling ‘Grand Tour’, La Vuelta a España.
ASO confident over women’s Tour de France ‘investment’ as opener nets 3m domestic viewers
Event promoter Amaury Sport Organisation is confident that its investment in the women’s Tour de France will pay off commercially in future years with a sizeable free-to-air audience creating an appealing p…