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Marketing and Sponsorship

Sky To End Long-Standing Relationship With Bradley Wiggins At End Of Season

Sky "will end its long-standing relationship" with cyclist Bradley Wiggins at the end of the season after the satellite broadcaster confirmed that "its sponsorship deal with his eponymous team had reached the end of its natural cycle," according to John MacLeary of the London TELEGRAPH. After first getting involved in cycling following the Beijing Olympics in '08, "when Sky entered a sponsorship agreement with the British Cycling team, the broadcaster went on to plough millions of pounds into setting up Team Sky." In addition to backing both British Cycling and Team Sky, the corporation also "sponsored mass-participation events such as the Sky Ride before last year announcing their involvement with the participative side of cycling would end in 2016." Despite losing one of its key sponsors, a spokesperson for the five-time Olympic champion’s eponymous team "confirmed that their future is secure." A spokesperson said, "WIGGINS cycling team will be announcing new sponsors, new team kit, 2017 race schedule and new riders in due course" (TELEGRAPH, 8/25).

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