British cycling set for cash boost after Olympic golds

ChrisHoyThe gold medal bonanza in cycling at the Beijing Olympics will raise cash for and boost interest in British cycling.

Broadcaster BSkyB, which recently signed up to sponsor British Cycling, is set to reap the benefits, as is next month’s Tour of Britain event.

The broadcaster signed a multi-million pound five-year deal to sponsor British Cycling, the sport’s governing body, just a month ago. Sky says its first area of focus is the Sky Sports London Freewheel, which takes place on Sunday, September 21.

The event is being launched by London Mayor Boris Johnson, who is closing many central London roads for the day to encourage Londoners to get their bikes out and ride in a traffic-free London. Sky hopes some of Britain’s Olympic cycling champions will back the event.

Double gold medallist Bradley Wiggins will be joined by Tour de France hero Mark Cavendish in a team sponsored by the Columbia sportswear brand at Tour of Britain, which begins on September 7. Fellow Olympic champion, Geraint Thomas, part of the winning pursuit team, will also ride, as will bronze winner Chris Newton.

Tour of Britain says it hopes the Olympians will be a “huge pull” for the public and it plans to focus on their attendance in its communications, through its website and other digital activity.

It is also expected that triple gold medalist Chris Hoy will be able to command numerous lucrative sponsorship deals following the Beijing Games, where he became the first Briton in a century to win three gold medals at the same Games.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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