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Sky Announces It Will Split With British Cycling But Stick With Team Sky

Published in SportsBusiness Daily Global on 07 / 02 / 15

British Cycling's "long-running partnership with Sky will end next year," according to Tom Cary of the London TELEGRAPH. After eight years in which the popularity of the sport in the U.K. "has risen exponentially off the back of Olympic and road success," a statement due on Wednesday was expect...

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Tags: Marketing and Sponsorship, United Kingdom

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