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Broadcaster’s deal with British Cycling ends this year

Apparently Sky still loves cycling. The organisation is marking the end of its eight-year association with British Cycling with a new cycling-themed social media push.

Campaign reports that the broadcaster is setting up ‘Sky Loves Cycling’ accounts on Twitter, Facebook and YouTube.

At the time of writing, the Twitter account featured only the tweet below and a retweet of Wout Poels doing that faintly-annoying heart-shaped thing with his hands.

 

 

Sky’s head of brand for cycling and Team Sky, Ian Murray, said that behind-the-scenes Team Sky content will be part of the offering with livestreaming of events via Periscope something they are also considering.

"With a huge summer of cycling ahead for Britain, the sport is quickly becoming one of the nation’s most popular activities to both support and to participate in. The Sky Loves Cycling channels have been created to bring cycling fans closer to the sport and to provide them with the cycling inspiration they need to get on their bikes."

Last year it was announced that Sky are to end their eight-year sponsorship of British Cycling this year. Explaining the decision, a spokesperson said that the broadcaster had achieved all it set out to when it first signed the deal in 2008.

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