The partnership will extend the working relationship which was first formalised in 2009 through the Shimano brand. Following cycling’s success at London 2012 the new agreement will now run under the Madison brand until beyond Rio 2016.
The extended relationship allows British Cycling access to products from across the Madison stable of brands to support the development of the Great Britain Cycling Team. Madison will also be supporting British Cycling through participation programmes, the ongoing membership drive and additional initiatives such as the Insight Zone.
British Cycling’s Chief Executive, Ian Drake, said that the contract extension will broaden the relationship across British Cycling as both brands work hard to drive up participation levels in cycling across the UK:
“Madison is the market-leading cycle products distributor in the UK and we are looking forward to a further four years of partnership on the road to success in Rio.
“Our membership has just reached the 75,000 milestone and the additional support brought to British Cycling through this agreement further highlights the strength of the programmes we are running outside of the Great Britain Cycling Team.
“Madison will be supporting the production of content for our online expertise resource – the Insight Zone – which is providing cycling knowledge, tips and know-how to thousands of British Cycling members. They will also help us to continue to deliver grass roots cycling opportunities for riders throughout the country.
“This relationship not only benefits British Cycling as an organisation, but also the sport of cycling at all levels.”
Madison’s Chief Executive, Dominic Langan, added:
“It is with great pleasure that Madison announce our continued relationship with British Cycling. Over the past four years we have seen some remarkable feats from our home grown talent at national, international and Olympic level across a variety of disciplines and cycling is now on the national agenda like never before.
“British Cycling have been instrumental in helping to nurture a cycling culture in the UK and all of us at Madison are extremely proud to help support our athletes through to the 2016 Rio Olympics and beyond.”
For more information about how to get into cycling visit www.britishcycling.org.uk/getinvolved.