"Trek has always been heavily involved in getting more people on bicycles, it’s a company ethos that goes back to its very first days," said Trek’s Andrew Griffin.
"This funding is not only a catalyst for positive change in the capital, but a catalyst for very real progress on a wider scale."
Trek will be working with LCC on a number of projects that will aim to highlight the benefits of cycle commuting in London and help create strategies that could become templates for other cities.
"With so much focus on cycling in recent times, Trek feels that supporting the inclusive, grass-roots structure of the LCC, has the potential to bring more non-cyclists to consider cycle commuting, while also maintaining a support system for those that already do," said Griffin.
LCC's Chief Executive Koy Thomson said:
“We are delighted with this progressive partnership. Trek has great vision in recognising that support to LCC’s grassroots and expert advocacy, promotes the creation of a safer London for cyclists, grows cycling and thus benefits the individual, the community and the cycling industry.
"LCC’s many activists, volunteers and members are deeply and critically engaged in all aspects of London cycling, from local rides and community projects, to detailed policy advice and scrutiny, from neighbourhood to City Hall. Trek’s support will help us to step-up this work. Our priorities this year will be combating cycle theft, reducing road danger for cyclists, and a big push to get the best possible out of the Mayor’s cycling programmes.”
Trek's announcement of its support for LCC comes a day after Transport for London's advertising and marketing agency contacted those bike companies which attended the first Cycling Revolution Forum last month (a trade-only event, which will be opened to other, non-commercial 'stakeholders' in the future). TfL, via Carlson Marketing, is seeking 'partners' to help offset some of the £111m to be invested in cycling in London in 2010/11.
Paying partners will "benefit from halo effect" of this investment and will get "massive exposure for your business at relatively low cost."
TfL's 'Catch up with the bicycle' PR and marketing campaign will cost up to £1m and will include advertising on outdoor media, press ads, banner ads and, in July, a new microsite branching off from TfL.gov.uk.
TfL is also seeking partners for 1.1m welcome packs to be given out to those interested in the 6000 cycle hire bikes due to be launched in July. However, a pitch document from Carlson Marketing reveals there's no possibility of becoming the main headline sponsor of the cycle hire scheme, suggesting one has already been appointed.