In a transformative move set to reshape the landscape of British cycling, Lloyds Bank has announced a multi-year partnership with British Cycling. This strategic alliance will see Lloyds Bank become the Title Partner of the reimagined Tour of Britain events, along with a series of pioneering new initiatives under British Cycling’s recently unveiled major events vision.
A New Era for British Cycling Events
The partnership heralds the launch of several innovative events aimed at capitalising on the inspiration and success of the nation’s best riders. These include an international urban cycling festival featuring BMX freestyle and the development of a national track league concept. Such initiatives are designed to inspire a new generation of cyclists and foster a deeper connection with the sport across all demographics.
Promoting Health, Inclusivity, and Community Engagement
At the heart of this long-term partnership is a shared commitment to fostering a healthier, more inclusive, and prosperous Britain. Lloyds Bank and British Cycling will collaborate to provide greater access to cycling for people of all ages and abilities, encouraging families and communities to embrace a more active lifestyle.
Jon Dutton OBE, CEO of British Cycling, emphasised the partnership’s potential to drive social change. “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,” he said.
Lloyds Bank’s Commitment to Cycling
Lloyds Bank’s involvement extends beyond event sponsorship. As the Title Partner of all British Cycling’s elite National Series and National Championship events, the Lloyds Bank logo will prominently feature on the Great Britain Cycling Team kit. This visible support underscores the bank’s dedication to promoting the sport at both grassroots and elite levels.
Jayne Opperman, CEO of Consumer Relationships at Lloyds Bank, expressed her enthusiasm for the partnership. “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.”
Transformational Growth and Innovation
Darren Henry, British Cycling’s Commercial Director, highlighted the transformative potential of the partnership. “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,” he stated.
A Champion’s Perspective
Katie Archibald, a world and Olympic gold medallist, also voiced her excitement about the partnership. “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.”
As the partnership officially kicks off with the Tour of Britain Women next month, all eyes will be on the positive impact it promises to deliver. The development of a new national track league concept is particularly anticipated, with the potential to revolutionise the sport and inspire future champions.
In summary, the Lloyds Bank and British Cycling partnership is set to drive a significant shift in the UK’s cycling culture. Through this collaboration, the institutions aim to deliver not just sporting success, but also social and community benefits that will resonate across the nation for years to come.
