British Cycling Events, a subsidiary of British Cycling, responsible for delivering cycling events in recent years such as the UCI Track Champions League rounds in London and the Tour of Britain Women and Men, has announced a six-year strategic partnership with global sports, events and representation company, IMG, to support the long-term growth and sustainability of the federation’s events portfolio and generate new revenue to reinvest into the sport.
The British cycling calendar has been facing difficulties of late, including cancellation of races and organising issues, and the partnership hopes to improve that going forward, with IMG assisting with production, media rights distribution, commercial partnerships, digital marketing and advisory services for the Tour of Britain events.
In addition, IMG will provide strategic advisory services for British Cycling Events’ wider portfolio and operations.
British Cycling CEO, Jon Dutton, said: “IMG are renowned across the world for being at the cutting edge of sport and entertainment, and this new long-term partnership signals the scale of our ambition to grow the reach of our events and unlock the true potential of our sport.
“We’re on the cusp of an exciting new chapter in British Cycling’s history, with a renewed purpose to bring the joy of cycling to everyone, and we believe that IMG’s world-leading insight and guidance will further accelerate our progress in the years ahead.”
It is hoped that the partnership will help take the organisations’ major events, including the Tour of Britain Men’s and Women’s races, “to the next level” – improving the experience for fans, spectators, athletes, communities and partners alike.
Robbie Henchman, president of global partnerships at IMG, added: “This partnership is a unique opportunity to build upon and deliver a new purpose-led vision for British Cycling.
“The game-changing agreement with Lloyds Bank will help boost access to cycling through innovative events and concepts that have the potential to engage people of all ages in new and meaningful ways.
“Through IMG’s global network and unparalleled expertise, we have the capabilities to help further reinvigorate the sport, attract new fans and drive deeper engagement with its dedicated fan base, enabling British Cycling Events to extend its investment into cycling at all levels.”
Jonathan Day, managing director of British Cycling Events, said: “The successful delivery of the Lloyds Bank Tour of Britain Women and Tour of Britain Men, under significant time pressure, has given us real confidence in our operation and an appetite to take the events to the next level in the coming years.
“With IMG’s expertise in production, distribution, digital and beyond, we’re incredibly excited by the opportunity to take our growing portfolio of world-class events to new and bigger audiences.”
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17 comments
A couple of comments about Pidcock.
1. No team member should consider themselves greater than the team, Sir Alex Ferguson would have him on the transfer list quicker than Pidcock gets to social media to whinge.
2. Shouldn't 'double Olympic champion' be treated like the rainbow jersey an just be used in Pidcock/MTB stories?
Easy to say from your armchair but cycling isn't football. But continuing the analogy, when he's your best goalscorer (including second place - or first human - behind Pogacar at Giro Dell Emilia the other day) why leave him on the bench for a race that really suits him?
Pidcock can come across as abrasive and he gives the impression that he has firm ideas about his racing, his goals and his future. Perhaps that doesn't sit very well with some people but I can't say I blame him if he finds the environment at Ineos has become a bit uncomfortable.
Despite that I wouldn't rush to put all the blame on Steve Cummings; and there are always two sides to every story.
In other news, the Chrono Des Nations is tomorrow (Sunday) and I'm very happy to see that the double* ITT Champion - Olympic and Worlds - Grace Brown is on the startlist. It is likely to be her last race before retiring so she'll surely be wearing the rainbow jersey and riding a gold bike. What a way to cap it off! Magical.
* triple if you add the Worlds Team Relay
No, it's not football, but it is clearly the tail trying to wag the dog. Never will it be a happy ending for anyone and wholly unprofessional from Pidcock.
Never will it be a happy ending for anyone and wholly unprofessional from Pidcock
I don't agree, but even if Pidcock was much more culpable I would forgive him with pleasure for beating a Frog at the last moment and in fine style, while the local crowds cried 'unfair'. Well done, TP!
Whereas taking a rider to Italy for the warmup races to a monument (where he finished 2nd and 15th, incidentally) in which he is one of the favourites for a podium and in which he had been promised lead rider status, then petulantly and spitefully dropping him the day before the race because other teams are showing an interest in him and he may want to leave due to your own blatant and widely acknowledged incompetent management is the absolute epitome of professionalism, of course.
I'm not sure where anyone said that Ineos are professional ( I do believe the team has a history of tarnishing the sport's reputation), doesn't change Pidcock being an unprofessional whinger, but I guess he's got is fanbois where he can do no wrong.
I can't speak for Rendel but I'm certainly no Pidcock fanboy. I think he can be arrogant and brattish (I saw it first-hand at the UK CX champs) but that doesn't make him either unprofessional or a whinger.
Do you mean that, as a contracted rider, he is not allowed to express any opinion about the situation? Do we only want script-reading robots now?
I really don't want that to happen. Regardless of whether I like what I see of an individual (which, if we're honest, is based on the flimsiest of evidence), I prefer to see character / personality / individual traits and quirks. I don't expect them to be all sweetness and light. We watch because they are the best, hugely driven athletes who can ride a bike much faster and more skilfully than the rest of us.
More than happy seeing people being individuals, not being a team player and whinging publicly about being dropped is indeed unprofessional. Feel free to put your twist on this. Great to see quirky and charcterful Eli Iserbyt in full flow yesterday.
It's not my 'twist'; it's an opinion, just like yours.
I'd be interested to know which management style is promoted where team members having public hissy fits is recommended. At the end of the day, yes, it is an opinion, but I'm keen in reading more about the management style you're promoting where publicly doing the dirty washing is promoted, it seems quite a quaint idea as I can't think of any industry, country, business where this behaviour is acceptable.
Only team doing worse than ineos this year is mufc
Is that one of those Italian conti teams with 150 sponsor logos on the jersey?
That Artificial Insanity video is absolutely genius.
Cummings has been a disaster for INEOS. The sooner they get rid of him the better. He was never a team player when he was a racer; why oh why did they give him a DS role, I'll never know. Pidcock deserves better.
Hadn't seen that from Schär before, difficult to argue with. Why can't bottles be exempted from the littering rules in cyclocross, they are clearly very different from gel wrappers and other rubbish in that they will definitely be picked up and taken home to be treasured as souvenirs or to be reused on the finder's rides. Road riders should definitely be sanctioned if they just toss bottles into ravines and other non-populated areas where they won't be picked up, this just doesn't apply in cyclocross where there will always be people around the course who will pick up and take them away. The UCI really are specialists at creating solutions for non-existent problems, aren't they?
Very strange for bottles as they're not used in the same way in cross races, not usually carried on the bike and only allowed to be handed up in the pits?
They can't even hand bottles out in the pits: they need to be attached to swapped-out bikes.
That said, I guess no one wants bottles being thrown into crowds at cross races. Crowds are 10+ deep a lot of the time. It would be chaos if spectators were allowed to grab bidons from the course.