Sky and British Cycling in Major New Partnership
Sky provides huge boost to help get more people riding bikes
Source: British Cycling
News Posted: 24 July 2008
British Cycling, Everyday Cycling's parent organisation, today announced a multi-million pound, five year partnership with broadcaster Sky, which is set to hugely benefit the sport and activity of cycling at all levels, from born again cyclists dusting off their bikes, to Olympic competitors, and everyone in between.
The partnership aims to build on Britain's love of cycling with participation programmes in schools, youth clubs and the wider community to encourage everyone to get cycling. In addition to its financial investment, Sky will use its marketing expertise and relationships with one in three families across the UK to help British Cycling to encourage participation in cycling for sport and leisure among people of all ages and abilities.
Jeremy Darroch, Sky's Chief Executive said:
"We want to encourage participation in sport and help to develop future talent. British Cycling has already achieved outstanding success and grown a host of sporting heroes. We want to help Britain's elite to achieve even more success, develop the next generation of talent and inspire millions of people to get on their bikes."
The partnership with British Cycling is the latest in a series of Sky initiatives encouraging people to get more involved in sport. Earlier this week Sky Sports was confirmed as the sponsor of the London Freewheel event, taking place in September 2008.
Links:
www.britishcycling.org.uk
www.sky.com
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