Sky to sponsor British Cycling through until 2017

Departure of James Murdoch from BSkyB doesn't derail Sky sponsorship of British Cycling
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Sky will continue to sponsor British Cycling through until the end of 2016. Financial details of the arrangement have not been released.

The partnership between British Cycling and Sky has been a key factor in cycling’s recent success story, said Ian Drake, British Cycling’s chief executive.

He added: “The unique nature of our partnership with Sky has been a key factor in cycling’s phenomenal success story, perfectly complementing the support we receive from UK Sport and Sport England.

“The growth of our sport over the past four years has been amazing. Not only have our Olympic and Paralympic riders continued to deliver on the world stage, but we’ve also seen the emergence of Team Sky as a force on the road scene. Being a world leading cycling nation isn’t just about winning medals – it’s also about inspiring everyone to get on a bike, from the playground right through to the podium. That’s exactly what initiatives like Sky Ride have achieved and we’re well on track to reaching our target of getting one million more people cycling by 2013.”

Jeremy Darroch, Sky chief executive, said: “We are proud of the partnership we have with British Cycling and look forward to four more years supporting the sport. Our aim has always been to increase participation, support the leading riders and inspire the next generation. We know we are making a difference and getting people involved, right across the UK.”

Olympic champion Sir Chris Hoy, commented: “We’ve all seen the difference that Sky can make in cycling. Through events like Sky Ride – opening up cities for families or providing local led rides – they have helped get people back on their bikes. Their work with British Cycling has got more people to understand and enjoy the sport we’re all passionate about. And the support for elite riders has helped the current team and will go on to support the next generation.”

As part of its support for encouraging more people to cycle, within its own business Sky is encouraging more of its staff to cycle through a variety of cycling events and facilities including a cycling club, buddy system, bike hire and an on-site cycle shop and mechanic. 30 percent of Sky employees cycle regularly.

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