Sky rolls out British Cycling sponsorship

Sky is launching the first execution of its sponsorship of British Cycling today (Wednesday). It come as the national governing body unveils its squad for the UCI Track Cycling World Cup.

The Sky Plus HD Trade Team will compete in Manchester this weekend. Olympic heroes Chris Hoy, Victoria Pendleton, Jason Kenny and Shanaze Reade make up part of the overall squad.

The team will be wearing Sky Plus HD Trade Team branded kit, which has been designed by Sky’s creative agency Brothers & Sisters, for the first time.

Points secured in Manchester will then count towards the national team’s overall score for the next World Championships, held in March 2009.

Sky became the principal sponsor of British Cycling in July, just before the sport’s medal success at the Beijing Olympics, in a multimillion pound five-year deal. The sponsorship includes BMX, mountain biking, road and track racing.