UK cycling’s governing body signs ‘game-changing’ multi-year agreement with bank, reports Adam Becket
British Cycling’s future has been guaranteed by a “landmark” sponsorship deal with Lloyds Bank, which will see the company become BC’s lead partner, it was announced on Thursday.
Lloyds will be the title partner of the Tours of Britain, National Series events, the National Championships, and the brand’s logo will feature on the Great Britain Cycling Team’s kit. Lloyds is the largest retail bank in Britain.
BC has been without a lead sponsor since 2021, when HSBC exercised a break clause to end its partnership with BC early, with the body going through financially turbulent times in the interim. This new deal will help to take some of that pressure off.
“We’re absolutely delighted, this is a landmark deal for cycling,” BC CEO Jon Dutton said on Thursday. “[It’s] game-changing. It’s one of the biggest deals in British sport in recent years. We’re very proud to partner with a great British institution, and also someone who shares our values.
“The partnership in a very challenging commercial landscape has not been through luck or good fortune, but through a number of actions we’ve taken over the last few months.”
Dutton would not be drawn on an exact amount, or the length of the deal, but said that it was “in the region of five years” and it is understood to be worth millions.
“The situation 12 months ago was difficult, no different to other national governing bodies, an
