SiS signs £250k sponsorship deal with British Cycling - BikeBiz

SiS signs £250k sponsorship deal with British Cycling

Science in Sport of Lancashire is to provide cash, powders, gels, bottles and support to the GB cycling team over the next four years, becoming the team's official supplier of sports drinks and sports nutrition products. SiS also becomes the co-sponsor of the under-23 development squad, the title sponsor of which will be revealed in two weeks' time following the conclusion of the Persil sponsorship of the squad,
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With over 40 athletes to care for, the GB Cycling Team requires large quantities of nutritional products as it trains and competes around the world.

The official handshake between SiS and British Cycling took place at a press conference before Saturday evening's Revolution Track meeting in Manchester.

Attending on behalf of the GB Team were track stars Rob Hayles and Craig MacLean, and Britain's leading female BMX rider and the first recruit to the GB Team's new BMX programme, Shaneze Reade.

SiS was founded in 1992 by cyclist Tim Lawson. SiS’s main brands include GO, a hypotonic energy drink; PSP22, a high energy drink; GO Bar, an energy bar and REGO, a recovery drink. Its products have been endorsed by Chris Boardman and Bradley Wiggins, both Olympic Pursuit champions.

Science in Sport’s Peter Slater said: “Working closely with the riders, coaches and staff in one of the most demanding endurance sports will enable us to further enhance our statement as leaders in sports nutrition, as well as demonstrating our continued commitment to sport."

GB Team performance director Dave Brailsford said:

“SiS has a really strong background in cycling and their understanding of our sport, combined with their technical knowledge, will keep us at the cutting edge of sports nutrition technology. We share SiS’s belief that nutrition is a key determinant of athletic performance."

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