The national governing body for cycling sport in Great Britain, British Cycling has inked a multi-year partnership with Lloyds Bank, the British retail and commercial bank.
As part of the deal, Lloyds Bank has been named British Cycling’s new lead partner. Moreover, Lloyds Bank has also become the title partner of the revamped Tour of Britain events, in addition to a suite of groundbreaking new events that are part of British Cycling’s newly announced major events initiative. These brand-new events will involve the implementation of an international urban cycling festival, including BMX freestyle, as well as the creation of a national track league concept, allowing British Cycling to capitalise on the inspiration and achievement of the country’s finest riders.
To add more on this, Lloyds Bank and British Cycling will collaborate to inspire individuals, families, and communities to pursue and accomplish their ambitions. The long-term relationship will involve increasing bicycle access for people of all ages and abilities, as well as encouraging a more healthy, inclusive, and successful Britain.
Lloyds Bank will also become the title partner of all British Cycling’s premier National Series and National Championship competitions, with the Lloyds Bank emblem appearing on the Great Britain Cycling Team outfits.
British Cycling CEO, Jon Dutton OBE, said, “As two British institutions, British Cycling and Lloyds Bank have a natural affinity and we share a commitment to supporting a more healthy, inclusive and prosperous Britain. In the last twelve months, a third of UK adults have ridden a bike and we want to see more people experiencing the joy of cycling. Through this partnership with Lloyds Bank, we can embark together on a journey to not only champion the sport but also harness its potential to deliver liberating experiences to families and communities nationwide. We are collectively committed to tackling social inequality and inspiring a nation to move together towards a healthier and more inclusive future.”
Lloyds Bank CEO Consumer Relationships, Jayne Opperman, said, “We’re thrilled to be at the starting line of our partnership with British Cycling. The values Lloyds Bank share with British Cycling, alongside the wide reach of the sport, creates an opportunity for us to harness the power of cycling to get people, families and communities moving, and inspire them to achieve their goals. Putting the wheels in motion, we aim to deliver impact by developing exciting new activities for people to get involved in and we look forward to sharing more details as the partnership gets underway.”
British Cycling Commercial Director, Darren Henry, commented, “We recognise the immense opportunity that this pioneering partnership presents to deliver transformational growth. This collaboration not only secures vital support for our major events vision but also underscores the significant role cycling plays in shaping our national sporting landscape. With Lloyds Bank’s commitment, we stand poised to unlock new avenues of growth, innovation, and accessibility within the sport, ensuring that cycling continues to thrive at all levels for years to come.”
Katie Archibald, World and Olympic gold medalist, said, “British Cycling partnering with Lloyds Bank is really exciting as it means we can inspire even more people of all ages across Britain to get on a bike and experience the joy of cycling. From world-class events to grassroots initiatives, it’s clear that this new partnership will be a game-changer, bringing even more excitement and inclusivity to cycling. Starting with the Tour of Britain Women next month, I can’t wait to see the positive impact it will have from our communities through to elite level. I’m particularly excited about the development of a new national track league concept and look forward to hearing more!”
Recently, British Cycling also developed a three-year partnership renewal with Renold, the market-leading power transmission business.