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Madison's sponsorship of British Cycling extends beyond Shimano - BikeBiz

Madison's sponsorship of British Cycling extends beyond Shimano

British Cycling and Madison have signed an extended contract agreement. Madison to continue its role as an official supplier.
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British Cycling has signed an extended contract agreement with Madison. The company will continue its role as an official supplier to British Cycling.

The partnership will extend the working relationship which was first formalised in 2009 through the Shimano brand. The new agreement will now run under the Madison brand until beyond Rio 2016.

The extended relationship allows British Cycling access to products from across the Madison stable of brands to support the development of the Great Britain Cycling Team. Madison will also be supporting British Cycling through a variety of participation programmes.

British Cycling’s Chief Executive, Ian Drake, said:

“Madison is the market-leading cycle products distributor in the UK and we are looking forward to a further four years of partnership on the road to success in Rio.

“Madison will be supporting the production of content for our online expertise resource – the Insight Zone - which is providing cycling knowledge, tips and know-how to thousands of British Cycling members. They will also help us to continue to deliver grass roots cycling opportunities for riders throughout the country.

“This relationship not only benefits British Cycling as an organisation, but also the sport of cycling at all levels.”

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