British Cycling has had to put the search for a new lead sponsor on hold, following the blighting of world economies by the coronavirus crisis in recent weeks. This is a another blow for BC, which only learned in February that it was to lose current sponsor HSBC at the end of the year — halfway through its contract — after the bank announced a drop in profits.
It comes as the governing body was also hit by the postponement of the Olympic Games until July 2021, leaving its top athletes with financial uncertainties.
“It is going to make [looking for a sponsor] much more difficult,” said BC’s CEO Julie Harrington. “And at the moment, I should imagine getting an appointment with any marketing director or chief executive, to talk about their sponsorship budget… we’re not going to get the cut through that we need. So I think that effort is really on hold until the world is ready to talk about it. And that is clearly a challenge.”
Harrington emphasised the coronavirus crisis is clearly devastating for many with consequences that reach further than sport, and BC needs to be “in sync with the national feeling”.
“It’s not really a time for us to go ‘oh woe is us,’” she said. “I think we just need to buckle down, do what we can to support the sector. And then when it looks like we’re coming out the other end we will be going to market with renewed energy.”
Denne historien er fra April 02, 2020-utgaven av CYCLING WEEKLY.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra April 02, 2020-utgaven av CYCLING WEEKLY.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
CLASSIC BIKE COLNAGO SUPER
A trailblazing bike immortalised by Merckx and Saronni
"Strava activities are the only way I know some of my friends are still alive"
...or that Bernard is doing his weekly shop
AN EXPERT'S TAKE ON... SADDLE SELECTION
Crucial advice to guide your next purchase
JUST A NUMB#R?
Approaching a landmark birthday, Charlie Graham-Dixon explores how ageing affects cycling performance and what can be done to stay ahead of the curve
RURAL PERIL
More UK cyclists are killed on rural lanes than on busy city streets. Rob Kemp investigates why and what can be done to keep us safe while riding in the countryside
A BLESSED RIDE THROUGH THE FOREST OF BOWLAND
Forgoing cloak, cassock and cross, Trevor Ward goes in search of the holy roads that helped make a Tour winner
Dame Sarah Storey claims road and 19th gold double
More success for Team GB's Paralympians in Paris, but Storey slams women's time trial course
Roglič matches Vuelta win record
Slovenian takes fourth Tour of Spain title after hunting down O'Connor's lead, writes Adam Becket
Williams crowned Tour of Britain champion
Welshman leads home resurgence at the stage race to crown an Israel-Premier Tech clean sweep, reports Tom Davidson in Felixstowe
CLASSIC BIKE CLAUD BUTLER OLYMPIC ROAD
Iconic British brand's Holdsworth-era road bike