Sky to sponsor British Cycling

BSkyB has signed as the principle partner and sponsor of British Cycling in a multimillion-pound, five-year deal. The satellite company says sponsorship will start in the run-up to the Beijing Olympics, with activity planned up to London 2012.

The partnership will run across every level of the sport, from grass roots and schools initiatives to support of the Elite team of World, Olympic and Paralympic cyclists as well as British Cycling’s talent development programmes.

British Cycling says the partnership will “build on Britain’s love of cycling”. Sky will also use its marketing expertise to encourage participation in cycling for sport and leisure.

British Cycling is the national governing body for cycle sport. It has 22,000 members and was involved with 2,500 affiliated events last year. Sky’s partnership with the body is the latest in a series of initiatives to encourage young people to get involved in sport.

Earlier this week, Sky announced its sponsorship of the London Freewheel in event in September.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here