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The State of Cycling Sponsorship: Challenges and Opportunities

Cycling is a sport of contrasts. At the top, premier events like the Tour de France and governing bodies such as British Cycling continue to secure lucrative sponsorship deals, reinforcing the sport’s commercial appeal. Yet beneath the surface, many teams and smaller events are fighting for survival, with some disappearing due to a lack of funding.

This paradox highlights the complex landscape of cycling sponsorship—where major opportunities exist, but deep-rooted challenges persist.

A Success Story at the Top

Despite its challenges, cycling has demonstrated strong commercial value in recent years. The Tour de France, for example, generated over $70 million in sponsorship revenue last year, attracting powerhouse brands like Škoda, Continental, Tissot, and Vittel.

Meanwhile, Nike has re-entered the sport, signing a partnership with top-tier women’s team FDJ-Suez, marking a significant endorsement of cycling’s growing appeal.

One of the biggest sponsorship wins came from British Cycling, which secured a £20 million deal with Lloyds Bank—one of the sport’s most significant partnerships. This funding not only guarantees the future of events like the Tour of Britain but also injects crucial investment into grassroots development.

Lee Gibbons, Sponsorship Consultant and NED of British Cycling, explains:

“The fact that Lloyds’ last major sponsorship investment was their Tier 1 partnership with London 2012, and they chose to re-enter the discipline as British Cycling’s Lead Partner, is a testament to the strength of the sport. It offers a broad and diverse audience, both as fans and participants, from the traditional road cyclist to younger, more urban sport options like BMX.”

Cycling is also evolving to attract more fans and sponsors. The first-ever UCI Cycling World Championships, which combined 13 events into one mega-tournament, saw over 200 million hours of TV viewership—a 75% increase from typical years.

These examples prove that cycling remains an attractive platform for brands looking to align with purpose-driven initiatives, tap into an engaged global audience, and benefit from its strong commercial potential.

A Harsh Reality for Smaller Teams and Events

While major events thrive, many smaller teams and races are struggling. In Britain, UCI Continental teams like Saint Piran and Trinity Racing have folded due to a lack of funding. Even elite teams like Ineos Grenadiers, backed by billionaire Sir Jim Ratcliffe, are now actively seeking new sponsors after their worst season in 2024.

High-profile races have also faced major setbacks. The Women’s Tour, Britain’s longest-running international stage race, was cancelled in 2024 due to a £500,000 funding shortfall. RideLondon, another prestigious cycling event, has also been paused for 2025.

These struggles expose a deeper issue—cycling’s heavy reliance on sponsorship makes it financially vulnerable, particularly at the grassroots level. Unlike other sports with stronger revenue streams from broadcasting, ticketing, or merchandising, cycling’s financial model remains precariously dependent on sponsor investment.

Speaking to Cycling Weekly, Josh Hand, owner of British elite squad Spectra Racing, described the uphill battle to secure funding:

“I wouldn’t say it’s more challenging this year than in the past, but it’s just always a definite level of incredibly challenging.”

For many teams, an ideal annual budget sits at £60,000, yet most struggle to reach even a fraction of this amount.

Why Cycling Sponsorship Still Holds Value

Despite these challenges, cycling remains one of the most compelling sponsorship opportunities in sport. Here’s why:

✅ Affluent and diverse audience – Cycling attracts an engaged, global audience, including high-income individuals, families, and active communities.

✅ Cost-effective investment – Compared to golf or Formula 1, cycling sponsorship offers high exposure at a lower price point.

✅ Brand ownership potential – Unlike traditional sports, brands can own entire teams or events, increasing visibility and strategic alignment.

✅ Participation-driven engagement – Many cycling events allow employees and customers to take part, creating powerful brand experiences.

✅ Sustainability alignment – As one of the most sustainable sports, cycling offers natural partnerships for brands prioritizing green initiatives.

✅ Gender-equal opportunities – With thriving men’s and women’s races, cycling enables sponsors to support gender parity in sports.

✅ Low barriers to entry – Sponsorship options exist at every level, from sponsoring a pro team to backing an individual athlete for as little as £10,000.

✅ A “White Knight” opportunity – Brands can rescue struggling teams or events, earning goodwill from fans and communities.

The Challenges of Attracting Sponsors

However, cycling’s flexibility as a sponsorship platform can sometimes be a double-edged sword.

🔹 Brand identity struggles – Cycling teams frequently rebrand based on their title sponsor, making it harder to build long-term team loyalty. Fans often gravitate towards individual riders rather than teams, which can dilute brand impact.

🔹 Limited media exposure – Outside of marquee events like the Tour de France, many races receive minimal TV coverage, reducing their appeal to sponsors looking for mass reach.

🔹 Logistical hurdles – Unlike stadium-based sports, cycling’s road-race format spans vast distances, making it harder for sponsors to engage with fans in a single location.

How Brands Can Maximise Cycling Sponsorship

To extract maximum value from cycling sponsorship, brands need to adapt their approach to the sport’s unique characteristics.

✅ Partner with individual athletes – Since fans often follow riders over teams, sponsoring individual cyclists as brand ambassadors can deliver strong engagement.

✅ Engage communities and families – Cycling is a family-friendly, participation-based sport. Brands can create grassroots initiatives or family activations to boost visibility.

✅ Prioritise digital and social media – In a sport where broadcast coverage is limited, digital storytelling is key. Creating compelling behind-the-scenes content can strengthen fan engagement.

✅ Align with sustainability and purpose – Cycling is naturally linked to eco-friendly initiatives. Sponsors can highlight their commitment to green mobility or gender equality through their cycling sponsorships.

Conclusion: A Sport Worth Sponsoring?

Cycling offers global reach, engaged communities, and strong brand alignment opportunities. Yet, for the sport to truly thrive, its financial model must evolve to ensure smaller teams and grassroots events are not left behind.

High-profile events like the Tour de France should take a more active role in grassroots investment, ensuring a stable pipeline for the future.

For brands, cycling presents a unique chance to champion sustainability, endurance, and community engagement. Companies that step in now—not just for major races but also for struggling teams and events—will not only see a strong return on investment but also cement their legacy in the sport’s future.

Source: The Sponsor