HSBC set to take over British Cycling sponsorship from Sky following Rio medal success
HSBC is reportedly set to replace Sky as the sponsor of British Cycling in a multi-million deal that will see the banking group capitalise on the explosion of interest around the sport following Team GB‘s medal-laden success at the Rio Olympics.
Official confirmation of the deal is expected to come this weekend when HSBC holds its first cycling festival in Birmingham on Sunday (18 September).
News of a new sponsor for British Cycling has been expected after Sky announced last year that it would not be renewing its deal.
At the time a Sky spokesperson said: “After Read full story ›
Source: The Drum
