British Cycling?s Performance Director Dave Brailsford today announced a new partnership between the British cycling team and Sky.
The sponsorship deal will see the media company become the main backer of team GB when they compete at international level in red white and blue.
Sky will be prominent on the national strip although the involvement will spread from the British team down to grass routes cycling as Sky were attracted as much by cycling?s mass participation appeal as they were by the successful British track squad.
The deal has many implications with the broadcaster part of Rupert Murdoch?s empire, one of the most powerful media organisations in the world, essentially guaranteeing widespread coverage for the sport as Sky will look to maximise their investment.
The announcement was made at a press day with the Olympic squad at Newport velodrome in south Wales where the track riders were putting the finishing touches to their Olympic preparation.