Sky redefines cycling

Pendleton relishing racing at the UCI Track Cycling World Cup

Last updated: 30th October 2008  

Sky redefines cycling

Hoy, Pendleton and Staff

It will be a fantastic feeling for me being back in front of a home crowd and the whole team are really excited about competing.

Victoria Pendleton
Quotes of the week

British Cycling unveil the new Sky+HD Trade Team which includes Olympic heroes Chris Hoy, Victoria Pendleton, Shanaze Reade, Jamie Staff, Ross Edgar and Jason Kenny.

The four members of the Sky+HD Trade Team competing at the UCI Track Cycling World Cup in Manchester from 31 October 2008 will be wearing the new Sky+HD branded kit for the first time and will include Victoria Pendleton, Jamie Staff, Ross Edgar and Jason Kenny.

"Manchester is an important event for us and will begin to determine our success at the World Championships in Poland next year," said Olympic gold medallist and Sky+HD Trade Team member Pendleton.

"It will be a fantastic feeling for me being back in front of a home crowd and the whole team are really excited about competing."

The kit has been designed for the Sky+HD Trade Team and adidas by Sky's creative agency brothers and sisters and aims to link performance with design.

The jet black skin-suits match the team's technologically advanced bikes and are accented with eye-catching electric blue light trails. Positioned along the arms, back and upper thighs, the light trails have been designed in the style of muscle tissue, amplifying the physical presence of the elite athletes.

Robert Tansey, Director of Brand Strategy and Marketing at Sky said, "We're delighted to be unveiling the Sky+HD Trade Team and the new branded kit. Sky+HD, our high definition service, uses cutting-edge technology to provide TV pictures with unparalleled clarity and precision and we feel the Sky+HD Trade Team reflects this high quality performance."


Dave Brailsford, British Cycling's Performance Director added, "Cycling in the UK is at an all time high, especially following the success of the summer. Our partnership with Sky is fantastic and will really help the sport go from strength to strength, from the grass roots entry points up to the highest levels of the sport."

The Sky+HD Trade Team will compete from 31 October to 2 November in the first World Cup event since British Cycling's momentous triumph at the Olympics. Any points secured in Manchester will then count towards the national team's overall qualifying score for the next World Championships, held in March 2009.

In an agreement announced in July this year Sky became the principal partner of British Cycling, from grass-roots to elite level. The sponsorship encompasses all forms of the sport - including BMX, mountain biking, track and road racing - and includes everyday cycling and leisure riding as well as competitive elite and development teams.

The partnership supports Sky's commitment to environmental issues and recreational sport and will involve the promotion of cycling to around nine million households across the UK and 15,000 employees in England, Scotland and Ireland.

British Cycling will use Sky's investment, reach and expertise to further develop their sport, helping to fuel the academy and development programmes as well as elite racing and promoting greater participation in cycling across all communities.

The partnership with British Cycling is the latest in a series of Sky initiatives encouraging people to get more involved in sport. This year Sky Sports sponsored the London Freewheel event.

In addition, Sky Sports Living for Sport - developed with the Youth Sports Trust ­uses sport to re-­engage young people in school life and has reached more than 17,000 pupils to date in over 600 schools across the UK.

The Sky Sports ECB Coach Education Programme has helped the England and Wales Cricket Board to train over 5,500 coaches.

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