Britain's Cycling team picked up an extra sponsor Wednesday as the team readies for the upcoming UCI Track World Cycling Championships at the Manchester Velodrome at the end of the month. British Cycling's partnership with Halfords began back in January with the launch of Team Halfords Bikehut led by Nicole Cooke and is now extending to all disciplines of the Great Britain Cycling Team. As part of the agreement Halfords' logo will appear on the team kit - the first time a commercial logo will appear on the team's kit.
"Halfords are the perfect partner for the team, a successful, established British brand with a commitment to cycling and I'm delighted that they are the first to go on our jersey," said Performance Director Dave Brailsford. "With their continuing vision and passion we have invaluable support to our Olympic dreams."
"Cycling is one of the most exciting sports at the moment and the team has the potential to be one of the most successful World and Olympic British teams of all time," said Paul McClenaghan, Trading Director at Halfords. McClenaghan indicated his company's partnership with cycling was "already proved a great success".
"We have the shared goal of promoting world-class GB cycling, so this sponsorship seemed the logical next step in our partnership with British Cycling," said McClenaghan.
Halfords has also committed to raising the profile of British Cycling and Cycle Sport in UK through a range of promotional activities, including a British Cycling membership growth effort and support for the Everyday Cycling programme and other British Cycling events.