Access All AreasBritish Cycling Events (BCE) said it has entered into a six-year partnership with IMG to support the long-term growth and sustainability of the federation’s events portfolio and generate new revenue to reinvest into the sport.
The deal will see IMG work across production, media rights distribution, commercial partnerships, digital marketing and advisory services for the Lloyd’s Bank Tour of Britain events. IMG will also provide strategic advisory services for BCE’ wider portfolio and operations.
The partnership follows the delivery of the Lloyds Bank Tour of Britain Women in June and Lloyds Bank Tour of Britain Men last month, with both races seeing more than 1 million people line the roadsides. BCE said that, most importantly, the events successfully delivered positive social impact in each of its host locations – from boosting physical activity to increasing civic pride and providing opportunities for marginalised groups.
It said the partnership with IMG will help take the organisations’ major events, including the Tour of Britain Men’s and Women’s races, to the next level – improving the experience for fans, spectators, athletes, communities and partners alike.
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.”
IMG global partnerships president Robbie Henchman 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.”
BCE is a wholly-owned subsidiary of British Cycling, which has in recent years delivered events including UCI Track Champions League rounds in London and the Lloyds Bank Tour of Britain Women and Men. BCE is led by MD Jonathan Day.