Halfords is to become the first ever commercial sponsor of the hugely successful Great Britain Cycling Team.
The announcement comes as the team warm up for the Track Cycling World Championships at the Manchester Velodrome at the end of this month, where they will compete for crucial qualification points for the Beijing Olympics.
The partnership with Halfords began back in January with the launch of Team Halfords Bikehut led by Nicole Cooke and is now extending to all disciplines of the Great Britain cycling team. A video of the Cooke launch - with Chris Boardman - can be seen on YouTube.
British Cycling Performance Director Dave Brailsford, who has led the project, said: "Halfords is the perfect partner for the team, a successful, established British brand with a commitment to cycling and I'm delighted that they are the first to go on our jersey."
Paul McClenaghan, Trading Director at Halfords, said: "Cycling is one of the most exciting sports at the moment and the team has the potential to be one of the most successful World and Olympic British teams of all time.
"The Team Halfords Bikehut Partnership has already proved a great success. We have the shared goal of promoting world-class GB cycling, so this sponsorship seemed the logical next step in our partnership with British Cycling."
Halfords has also committed to raising the profile of British Cycling and cycle sport in the UK through sponsorship of British Cycling's Everyday Cycling programme.