The national governing body for cycling sport in Great Britain, British Cycling has inked a long-term strategic partnership with the global sports, fashion, events, and media giant, IMG.
The deal was signed to promote the federation’s long-term growth and sustainability of its events portfolio, as well as to create additional revenue to reinvest in the sport.
The six-year agreement will see IMG deliver industry-leading experience in production, media rights distribution, commercial partnerships, digital marketing, and consulting services for the Lloyd’s Bank Tour of Britain events. Furthermore, IMG will also offer strategic consultancy services to British Cycling Events’ overall portfolio and operations.
The association is consistent with British Cycling’s strategic plan for major events, which was announced earlier this year, that follows a fresh alliance with Lloyds Bank, secured in collaboration with IMG, and the effective execution of the Lloyds Bank Tour of Britain Women in June and Lloyds Bank Tour of Britain Men last month.
Both races, which are acknowledged as the biggest free athletic events in the nation, drew crowds of over a million spectators to the roadside and, more significantly, had a good social impact in each of the communities where they were held. From encouraging physical exercise to raising civic pride and giving marginalised groups chances.
The collaboration will enhance the experience for supporters, spectators, athletes, communities, and partners by elevating the organization’s main events, like as the Tour of Britain Men’s and Women’s races.
British Cycling CEO, Jon Dutton, said, “IMG are renowned across the world for being at the cutting edge of sport and entertainment, and this new long-term partnership signals the scale of our ambition to grow the reach of our events and unlock the true potential of our sport. We’re on the cusp of an exciting new chapter in British Cycling’s history, with a renewed purpose to bring the joy of cycling to everyone, and we believe that IMG’s world-leading insight and guidance will further accelerate our progress in the years ahead.”
Robbie Henchman, President, Global Partnerships at IMG, said, “This partnership is a unique opportunity to build upon and deliver a new purpose-led vision for British Cycling. The game-changing agreement with Lloyds Bank will help boost access to cycling through innovative events and concepts that have the potential to engage people of all ages in new and meaningful ways. Through IMG’s global network and unparallelled expertise, we have the capabilities to help further reinvigorate the sport, attract new fans and drive deeper engagement with its dedicated fan base, enabling British Cycling Events to extend its investment into cycling at all levels.”
