British Cycling has announced a partnership that will see HSBC UK become the new Lead Partner of British Cycling for the next eight years. The partnership will start from January 1 2017 and will cover participation at grassroots level and major organised cycling events through to the highest level of performance with the Team GB Cycling Team.
Sky have been behind British Cycling for the last eight years and will continue as the principal backer of Team Sky the professional team which has won four of the last five editions of the Tour de France.
“This is a huge moment for cycling in Great Britain,” said Ian Drake, CEO of British Cycling.
“Working together with HSBC UK, we will provide the encouragement and opportunities to make cycling the most popular activity and sport of choice in Great Britain. We want to help transform an increasingly inactive and unhealthy nation through cycling.”
British Cycling and HSBC UK will deliver events and programmes across local communities, towns and free to enter mass participation events to get millions of people on their bikes.
Cycling will be front and centre stage at One Zero Con in Dublin on October 21st when Lance Armstrong will make his only European Appearance of 2016. He will be appearing alongside Sir Clive Woodward, Shane Lowry and leaders from the worlds of sport, business and technology at the biggest sports conference ever held in Ireland.
“Successes at the Olympics and Paralympics in both London and Rio have put cycling well and truly on the map and we are looking to help build on that legacy to make a real difference from grass roots cycling all the way up to those representing Great Britain at the very highest level,” added António Simões, Chief Executive of HSBC Bank plc
“We are extremely proud to be working in partnership with British Cycling. ambition is for this to become a true partnership that benefits every family across Great Britain.”
The partnership will be closely aligned to the British Government’s new Sporting Future Strategy which sets out physical wellbeing, mental wellbeing, individual development, social and community development and economic development as measures by which sporting success will be defined by in the future.
The scale of Britain’s success at elite cycling over the past eight years means that the value of a deal like this will stretch into the millions, far ahead of the financial investment that could be sought by Cycling Ireland but there will still be significant lessons to be learned and programmes to be adapted for the benefit of cycling at performance and participation level here.