Sky is "celebrating its eight-year involvement with cycling with a 'Sky Loves Cycling' social media push -- despite the fact its British Cycling sponsorship ends this year," according to Shona Ghosh of CAMPAIGN LIVE. The broadcaster has set up its first Instagram, Twitter, Facebook and YouTube accounts dedicated to cycling, "as part of a wider marketing push to celebrate its long-running involvement with the sport." PR and content agency One Green Bean "is working with Sky for the campaign." Sky Head of Brand for Cycling Ian Murray said that Sky is "also mulling 360-degree video on Facebook and livestreaming events on Periscope as part of the campaign." Sky Loves Cycling will see the broadcaster "push behind-the-scenes content of Team Sky, including Chris Froome, Luke Rowe and Geraint Thomas." Murray added that Sky "would be promoting the new accounts with some paid media." Sky’s sponsorship of British Cycling ends this year, "though it will continue to provide the bulk of sponsorship to Team Sky." It will "also help cycling’s governing body to find a new sponsor" (CAMPAIGN LIVE, 5/10).
