Under the five-year deal, Sky will provide additional financial backing for all sectors of the sport, from elite Olympian programmes on the track and the road, Paralympian cycling, mountain biking and BMX. Sky will also use its marketing expertise to encourage participation in cycling for sport and leisure.
GB Performance director Dave Brailsford, said: “Sky are bold, imaginative and passionate broadcasters of sport and we are thrilled at this partnership. We believe British cycling shares all those qualities and working together we can take elite cycling to new heights and get more people involved in the sport at all levels."
Sky’s involvement sparked speculation that the broadcasters are also positioning themselves to bid for the title sponsorship of or partnership with a GB National team on the 2010 Tour de France and beyond. Earlier this week, Sky announced its sponsorship of the London Freewheel cycling event in September.
