SKY

A COMPANY ON TWO WHEELS

Many sponsorship deals simply put the name of a given company on a team’s jersey in exchange for cash but Sky’s commitment to cycling in the UK runs so deep that they’re the only business to be listed here alongside individuals. Their association with British Cycling began in 2008, first with the GB track team, then through Team Sky and the Sky Ride mass participation events.

The partnership’s success can’t be argued: at elite level, two Tour titles and multiple Olympic and World golds on both track and road; at participation level, British Cycling’s membership figures surpassing 80,000 for the first time last October and over one million more people cycling regularly in the UK since 2010.

Sky’s sponsorship runs through 2016 and judging by their return on investment, you wouldn’t bet against them continuing. According to a study commissioned by Cyclingnews.com last year, Team Sky in 2012 generated $556m of advertising value to its sponsors – over four times that of its nearest competitor.