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HSBC takes legacy-based sponsorship approach with British Cycling partnership

HSBC UK has announced plans to create a sporting 'legacy' through its new partnership with British Cycling.

As part of the eight-year sponsorship, HSBC will become British Cycling’s lead partner, delivering events and programmes from local communities around the country to the highest level with the Great Britain cycling team.

The global bank hopes the partnership will help improve the quality of its customer experience offering, as well as create a positive legacy around the sport of cycling by encouraging more participation at grass roots level.

Replacing broadcaster Sky, which had sponsored the organisation for the past eight years, the partnership complements HSBC’s existing sports sponsorship portfolio in golf, rugby and tennis.

The partnership will commence from 1 January 2017, with Rio 2016 cycling gold medalists Jason Kenny and Laura Trott (pictured above) attending the launch event in Birmingham.

Giles Morgan, global head of sponsorship and events at HSBC, said: “This new partnership will put us right at the heart of the UK community and absolutely mirrors our global sponsorship approach in golf, rugby and tennis where we support our flagship events with grass roots programmes designed to create a positive legacy for our sports and the communities they serve.

“Our sponsorships take us all over the world and cover a broad range of sports and interests but wherever we are and whatever we do, our ambition is the same – to create a legacy and deliver engaging experiences for our customers."