Team Sky has announced a long-term partnership with American mass-media giant News Corporation, which will see its 21st Century Fox brand displayed on the squad’s kit and team vehicles from the start of the Tour de France.
21st Century Fox, a publicly-traded company, is the media and entertainment arm which is being formed out of the separation of News Corporation following a series of damaging scandals that damaged the reputation of a number of the latter’s properties.
It also appears that the move has also been designed to add to the strength of the team’s brand in the USA.
To date, the squad has only competed in the country once, in the 2011 Tour of California.
Sir Dave Brailsford, Sky’s team principal said: “We’re excited to have this long-term commitment and to welcome 21st Century Fox on board.
“It feels like great recognition of the strength and value of the partnerships we’ve developed. 21st Century Fox is a perfect fit and is an appealing global brand that will be great to work with. We’re looking forward to racing on their home soil, at the USA Pro Challenge in Colorado [August 19-25], this summer.”
However, the move has not been greeted enthusiastically by a number of the team’s fans, with many unhappy about the increased ties between the squad and Rupert Murdoch, and also because any 2013 replica kit they have is already out of date.
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