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National Road Race Championships Attract Sponsors

Story posted June 23

The National Road Race Championships, which are taking place in Pendle this Sunday, have attracted a string of big sponsors this year encouraged by the high quality of competitors and the first live coverage of the race on British Eurosport 2. The National Road Race Championships are the highlight of the UK road racing calendar and are sponsored by Pendle Council and cottages4you, as well as a string of blue chip companies brought to the event by British Cycling.

BSkyB, who are supporting cycling from the grass roots to the elite level through its close partnership with British Cycling, are driving interest in Sky Ride at the event, a nationwide programme of fun city rides. The presence of Team Sky riders at the race and the team’s debut in the Tour de France next week are designed to inspire Brits to get out and ride this summer.

adidas, who are the official clothing supplier for British Cycling, are also sponsoring the event and will have a retail space where cycling fans can get their hands on the latest merchandise including replica Team Sky jerseys. Fiat, British Cycling’s vehicle suppliers, will be providing a number of cars for race staff to use over the weekend.

Madison is the official cycling industry partner of the TV broadcast for the race and the North West Development Agency (NWDA) is also lending its support to the race as part of its commitment to major cycling events in the North West region.

British Cycling’s Cycle Sport and Membership Director Jonny Clay, said: “Having blue chip organisations sponsoring the event is a massive development for cycling which demonstrates the excellent value our sport now represents for sponsors. The endorsement of big brands reinforces cycling’s growing position as a mainstream sport and inspires people to get on their bikes.”

British Cycling’s President Brian Cookson, who has brought the event to Pendle, said: “With Mark Cavendish, David Millar, Nicole Cooke and Emma Pooley competing on Sunday, we have the best British riders in a perfect setting. We expect to witness some memorable racing moments in what should be an unforgettable day for riders and spectators.”

British Eurosport is available on Sky channel 410 and Virgin Media channel 521. British Eurosport 2 is available on Sky channel 411 and Virgin Media channel 525. To watch the men’s race online go to www.eurosportplayer.co.uk