Sky Group set to end partnership with British cycling, continuing with Team Sky
Sky Sports announced they have agreed to end their partnership with British Cycling at the end of 2016. The two joined forces in 2008 with the aim to transform Britain into a cycling nation while inspiring the next generation of cycling stars. Sky Group plans to help identify new partners by 2017. Meanwhile, their commitment to cycling continues through Team Sky, WIGGINS, and Sky Academy initiatives.
British Cycling has not revealed if or how it will replace Sky's sponsorship.
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"The last 10 years have been brilliant for our sport," Ian Drake said, British Cycling’s chief executive. "The partnership with Sky since 2008 is an important part of that story. Sky gave British Cycling the platform from which to communicate the best of the sport and, through British Cycling, Sky has delivered lasting and positive change. Successes for British riders at London 2012 transformed the country's sporting expectations but winning medals was never an end in itself – we have harnessed those achievements to inspire unprecedented growth in participation.
"Sky gave British Cycling the platform from which to communicate the best of the sport, through British Cycling, Sky has delivered lasting and positive change," Drake added.
Sky Group Chief Executive Jeremy Darroch explained his pride in what Sky have managed to achieve with British Cycling in the seven years since joining forces.
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