British Cycling has secured a four-year partnership extension with long-term sponsors Lazer and Shimano, ensuring the relationship continues through to 2030.
The deal means the total duration of the collaboration will reach 16 years. Under the agreement, Lazer and Shimano will continue to support athletes across the Great Britain Cycling Team with on-bike components and equipment.
Lazer has served as the official helmet supplier to the Great Britain Cycling Team since 2014, supporting the squad across the past three Olympic and Paralympic cycles. The helmet specialist also supplies equipment to grassroots riders at the regional level.
Shimano has supported the national governing body’s elite riders as the official groupset supplier for more than a decade. According to British Cycling, the brand has provided specific equipment and technical support to optimise setups for the Paralympic road cycling squad.
British Cycling is the national governing body for the sport of cycling in Great Britain, managing the sport from grassroots participation through to the elite riders representing Great Britain internationally.
Stephen Park CBE, Performance Director for the Great Britain Cycling Team, said “Long standing partnerships like ours with Lazer and Shimano don’t just happen by chance. They are based on an alignment in values, respect and commitment to a joint vision – to be the best in the world. Our partnership with the core slate of Madison brands has been a huge part of the team’s success over recent years.
“They have been there with us at all major competitions and milestones since 2014 and we look forward to continuing this trajectory through to LA and beyond.”
Dominic Langan, CEO at UK distributor Madison and Sportline, said “At Madison, we are incredibly proud of the role Shimano and Lazer have played in supporting British Cycling’s success over many years. Extending these partnerships through to 2030 reflects our shared commitment to excellence and to giving riders the very best opportunity to succeed, from grassroots participation through to the world stage.”
