Litelok, the bike security firm, has signed a three-year sponsorship deal with Welsh Cycling.
The Swansea-based business will be the official sponsor of the organisation’s annual awards, which will take place on 12th October.
As part of the deal, Litelok has also been named Welsh Cycling’s ‘official security partner’ and will provide an affiliate link, enabling 20% of the value of sales to its members to directly benefit grassroots cycling in Wales.
In support, Litelok will be attending various Welsh Cycling events and ride-outs across the country, providing hands-on demonstrations of its now six-strong range of locks.
Litelok’s first involvement with the Welsh Cycling Awards was in 2018 when it presented Grand Tour Winner Geraint Thomas with the ‘Outstanding Achievement Award’.
Neil Barron, Litelok’s founder and CEO, said: “I’m from Wales, Barry to be precise, and I love cycling. So when the opportunity came along to support Welsh Cycling formally, it was a no-brainer! Through Litelok, I want to create jobs in Wales and encourage cycling more generally.
“We sell globally – Japan and Germany are huge for us at the moment – and it makes me proud that all Liteloks have been manufactured in Swansea. To be able to support Welsh Cycling is a real privilege and means a lot both to me and our small team.”
Mark Allen, Welsh Cycling’s development team leader, added: “To secure support from a Welsh cycling business – especially one bringing back skilled manufacturing jobs to the country – is fantastic.
“We’re all about ‘Keeping Wales Cycling’ and we can’t think of a better partner than one that helps keep all our bikes safer!”
Earlier this month, it was announced that Litelok had boosted its team with two new appointments, James Walker and Lewis Bradley.