The Great Britain Cycling Team’s road and track riders will use Lazer’s racing helmets in the run up to the Rio 2016 Olympic and Paralympic Games.
Lazer's UK distributor is Madison.
The switch to Lazer, which is effective immediately, has been timed to give British athletes over 21 months to train and race with Lazer's Wasp Air time trial and the Z1 road helmets before the Olympics and Paralympics.
British Cycling’s Finance and Commercial Director, Jamie Obank said: “The Great Britain Cycling Team dominated the 2012 Olympic and Paralympic cycling events, and British Cycling’s long term planning and preparation was a key factor in this performance. This success has helped get countless people into cycling at all levels and if we’re to maintain this, then we need to continue to work with the best equipment and suppliers.
“We are therefore delighted to announce this deal to extend our relationship with Madison and secure the use of the Lazer helmets well in advance of the 2016 Games, allowing us to have the best preparation.”
Sean van Waes, Owner of Lazer said: “Lazer has been at the forefront of high-tech aerodynamic helmet design for nearly a century, and we’re looking forward to working closely with the British Cycling sports scientists, coaches and riders. Their analytical approach, which addresses every facet of equipment, training and racing, is second to none, so it should be a great partnership.”
In addition to supplying the elite cyclists, the deal also includes support for British Cycling’s Go-Ride development programme, which introduces young riders to bike racing and advances their bike handling skills.
Madison’s Marketing Director, Kellie Parsons, said: “We have been a partner of British Cycling since 2010, and this has seen Britain’s top cyclists riding to success with Madison’s portfolio of brands. We are really excited to announce this sponsorship and see British cyclists wearing Lazer’s innovative helmets ahead of what promises to be an exciting 2016 Olympic and Paralympic Games.”
The full range of bespoke helmets will be available to British Cycling’s 100,000 members and the cycling public from February 2015.