Sky extends British Cycling sponsorship by four more years to end of 2016

Broadcaster continues backing of sport from top stars down to grassroots level

by Simon_MacMichael   May 2, 2012  

Sky extends British Cycling sponsorship - Pendleton, Cavendish, Thomas and Wiggins

British Cycling and Sky have today announced a four-year extension to their partnership under which the broadcaster sponsors not only Britain’s leading riders on the track and, through Team Sky, the road, but also grassroots initiatives such as Go Ride and Sky Ride which the governing body says has helped fuel the growth in cycling in the country in recent years.

According to British Cycling, the Sky Ride series – more than 20 were held in major towns and cities last year, supported by a further 45 smaller Sky Ride Local events, plus many more weekly rides in partnership with local authorities – have helped encourage nearly 700,000 to start riding a bike regularly.

Commenting on the new deal which extends Sky’s sponsorship until the end of 2016, British Cycling Chief Executive Ian Drake said: “I’m delighted that Sky has committed to working with us for a further four year period.

“The unique nature of our partnership with Sky has been a key factor in cycling’s phenomenal success story, perfectly complementing the support we receive from UK Sport and Sport England.

“The growth of our sport over the past four years has been amazing. Not only have our Olympic and Paralympic riders continued to deliver on the world stage, but we’ve also seen the emergence of Team Sky as a force on the road scene,” he continued.

“Being a world leading cycling nation isn’t just about winning medals – it’s also about inspiring everyone to get on a bike, from the playground right through to the podium.

“That’s exactly what initiatives like Sky Ride have achieved and we’re well on track to reaching our target of getting one million more people cycling by 2013.

“I’m proud of what we have achieved through our partnership with Sky, and I look forward to delivering even greater success over the next few years.”

Jeremy Darroch, Chief Executive of Sky, added: “We are proud of the partnership we have with British Cycling and look forward to four more years supporting the sport.

“Our aim has always been to increase participation, support the leading riders and inspire the next generation.

“We know we are making a difference and getting people involved, right across the UK, just as we have through our broad contribution to sport over the last 20 years.

“This is proof that sport can really benefit in the long-term through a partnership with Sky.”

One of the athletes to have benefited from Sky’s backing of the sport which spans the track, road, mountain bike and BMX disciplines is multiple world and Olympic champion Sir Chris Hoy, who said: “We’ve all seen the difference that Sky can make in cycling.

“Through events like Sky Ride – opening up cities for families or providing local led rides – they have helped get people back on their bikes.

“Their work with British Cycling has got more people to understand and enjoy the sport we’re all passionate about. And the support for elite riders has helped the current team and will go on to support the next generation,” he added.

13 user comments

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Good news.

Can't help thinking that where other teams are fending off doping scandals and worrying that the sponsor might pull out - contrasting with this case, where the sponsor is fending off adverse publicity surrounding the murdochs and can use the media exposure associating them with a healthy/family outdoor pursuit...

Last night I would have considered trading a very loud baby for a really nice bike.

posted by notfastenough [3242 posts]
2nd May 2012 - 12:02

4 Likes

If I had known this I would have gone into the bib printing business. Looking forward to the next London Skyride.

posted by Coleman [329 posts]
2nd May 2012 - 12:38

5 Likes

Coleman wrote:
If I had known this I would have gone into the bib printing business. Looking forward to the next London Skyride.

I was sitting outside local pub last year with a Team Sky cap on, windows were being cleaned by someone wearing a (rather filthy) Sky Ride bib. Awkward glances were exchanged.

Big Grin

Simon_MacMichael's picture

posted by Simon_MacMichael [8166 posts]
2nd May 2012 - 12:46

2 Likes

Bit are they fit and proper?

Ian of Woodford

winprint's picture

posted by winprint [123 posts]
2nd May 2012 - 12:50

3 Likes

Is Cav standing on a box in that photo?

TheHatter's picture

posted by TheHatter [810 posts]
2nd May 2012 - 12:59

3 Likes

TheHatter wrote:
Is Cav standing on a box in that photo?
G and Victoria are holding him off the ground Laughing

posted by mustard [72 posts]
2nd May 2012 - 13:06

3 Likes

I hope g and wiggo get their hair cut soon

posted by kylemalco [31 posts]
2nd May 2012 - 13:47

3 Likes

As long as the TdF stays on free-to-air I'm happy...

Doctor Fegg's picture

posted by Doctor Fegg [135 posts]
2nd May 2012 - 15:23

2 Likes

kylemalco wrote:
I hope g and wiggo get their hair cut soon

Nah i think that hair is staying, he's going for the mod look, You seen his new name up the side of his kit?

http://sports.orange.fr/orange/images/201217/826-wiggo1.jpg

http://bicycling.com/blogs/thisjustin/files/2012/04/wiggins-wins-tour-ro...

Gkam84's picture

posted by Gkam84 [8902 posts]
2nd May 2012 - 17:25

4 Likes

Simon_MacMichael wrote:
Coleman wrote:
If I had known this I would have gone into the bib printing business. Looking forward to the next London Skyride.

I was sitting outside local pub last year with a Team Sky cap on, windows were being cleaned by someone wearing a (rather filthy) Sky Ride bib. Awkward glances were exchanged.

Big Grin

Was he/ she a 50s style window cleaner carrying a timber ladder on a sit up and beg?

That's a collection of words I don't get to use in one sentence very often.

posted by Coleman [329 posts]
2nd May 2012 - 20:22

4 Likes

Good point.... The massive elephant in the room that everyone else is ignoring.

posted by belgravedave [180 posts]
3rd May 2012 - 0:15

3 Likes

Coleman wrote:
Was he/ she a 50s style window cleaner carrying a timber ladder on a sit up and beg?

I'm probably being dense, but that's gone way over my head. Anyway... white van (dirty enough to have the 'please clean me' etc, oh the irony) and modern ladders.

Simon_MacMichael's picture

posted by Simon_MacMichael [8166 posts]
3rd May 2012 - 1:02

3 Likes

Simon_MacMichael wrote:
Coleman wrote:
Was he/ she a 50s style window cleaner carrying a timber ladder on a sit up and beg?

I'm probably being dense, but that's gone way over my head. Anyway... white van (dirty enough to have the 'please clean me' etc, oh the irony) and modern ladders.

Something like this:

http://www.igg.org.uk/gansg/00-app1/trademen.htm

Yep, irony. I used to rent a house from a roofer. The roof leaked.

posted by Coleman [329 posts]
3rd May 2012 - 8:54

4 Likes