The eight-year partnership between British Cycling and HSBC, which has replaced the national governing body’s long-term relationship with Sky, ‘seeks to embrace communities nationwide’ across Great Britain. The partnership will work across the sport of cycling – from participation at the grassroots to major organised cycling events, through to the highest level of performance with the Great Britain Cycling Team.
Commenting on the beginning of the partnership, British Cycling’s Chief Executive, Ian Drake, said “This is the start of an exciting new era for our sport and we can’t wait to get started on delivering programmes that touch the lives of millions of people nationwide.
“As well as continuing to appeal to the millions of people across England, Scotland and Wales who already cycle, we want to open up cycling as both a sport and activity to harder to reach groups with a focus on providing community ride programmes and encouraging national and local government to prioritise cycling as a form of transport.”
Giles Morgan, Global Head of Sponsorship & Events at HSBC, added “We are immensely proud and excited to partner British Cycling over the next eight years. This partnership is about inviting families from across the UK to revisit the joys and benefits of getting on a bike – from travelling to work, getting fit or having fun.
“Cycling is already the fastest growing sport in the country, but there is still much to be done to convince the wider population about the benefits of two wheels. Through this partnership with British Cycling we want to make a tangible difference to our collective approach to getting from A to B, translating elite success into a lasting legacy on our streets.”