Murdoch has lots of shillings; cycling takes some of them. In the quarter one financials for Sky, the corporation's support for cycling gets a big fat plug.
"As part of our commitment to making a positive contribution to life in the UK and Ireland, we have delivered a number of important components of our Bigger Picture programme during the quarter.
"In another successful summer of cycling, over 200,000 people participated in 21 free Sky Ride city events across the UK and Ireland, including our first event in Dublin.
"Our professional road racing team, Team Sky, recorded its first stage wins in the Tour de France and secured second and third place overall in the Vuelta a Espana, its first podium finishes in a Grand Tour. These both contribute to our overall goal of inspiring one million more people to cycle regularly."