HSBC has agreed a major new partnership with British Cycling.
The partnership, which starts from January 1, 2017, sees HSBC UK become the new Lead Partner of British Cycling for the next eight years and complements HSBC’s existing sponsorship portfolio in golf, rugby and tennis.
As with its three traditional sports, the ambition in cycling is to create a positive legacy for both the sport and the community.
British Cycling and HSBC UK will deliver events and programmes across local communities, towns and free to enter mass participation events to get millions of people on their bikes.
Ian Drake, CEO of British Cycling, said: “This is a huge moment for cycling in Great Britain.
“Working together with HSBC UK, we will provide the encouragement and opportunities to make cycling the most popular activity and sport of choice in Great Britain. We want to help transform an increasingly inactive and unhealthy nation through cycling.”
HSBC UK will work with British Cycling, as well as Scottish Cycling and Welsh Cycling, across the sport from participation at grass roots level and major organised cycling events through to the highest level of performance with the Great Britain Cycling Team.
HSBC Global Head of Sponsorship and Events Giles Morgan said: “This new partnership with British Cycling will put us right at the heart of the UK community and absolutely mirrors our global sponsorship approach in golf, rugby and tennis where we support our flagship events with grass roots programmes designed to create a positive legacy for our sports and the communities they serve.
“Our sponsorships take us all over the world and cover a broad range of sports and interests but wherever we are and whatever we do, our ambition is the same – to create a legacy and deliver engaging experiences for our customers. Through our British Cycling partnership, we want to go further: we want every family across Great Britain to benefit.”
“Following great success at the Olympic Games and Paralympic Games this summer, we are hugely excited to see how our new partnership with British Cycling can drive this momentum forward and make a real difference, from grass roots to elite level in the UK.”
