Financial company signs up for 2011 season
Just over a month from the start of its second season in the peloton, Team Sky has been boosted by the addition of a new partner. Financial company IG Markets, which enables investors deal in equities, indices, commodities and currency, has come on board for a year as an Official Partner.
Its brand will be displayed on the jersey collar and shorts for the 2011 season, beginning with the Tour Down Under and through 60 races on four continents, including the Tour de France.
Dave Brailsford, Team Principal for the team said that the partnership was a significant one and is finalised at a time when the team is together. “These are exciting times for Team Sky. A year ago we gathered as a team for the first time and this week, we’ve gathered again to review the last year and look forward to next. We have great riders, staff and partners and have huge hopes for Team Sky and for inspiring the public to ride.
“To start our second season with a world-leading partner in IG Markets is great news and a real testament to both our ambitions and achievements to date. We are pleased to welcome them into the team and onto our kit.”
The sport has been growing steadily in recent years, due partly to a surge of interest by leisure riders and commuters, and also because of British success in cycling and the team itself.
IG Group Chief Executive Tim Howkins said that this popularity was a factor in the decision to come on board. “Although we have sponsored sports teams in the past, this is certainly our most significant venture so far,” he explained. “Cycling is currently going through a renaissance and we believe it has a specific appeal to our target audiences. We hope that our commitment to Team Sky will help them continue their pursuit for success, whilst helping IG Markets promote its products to a growing, worldwide audience.”
The team won 22 races last year, including the Omloop Het Nieuwsblad, the Tour of Wallonie and stages in the Tour of Britain, Paris-Nice and Critérium International. It also and gained entry to the Tour de France in its first season. Bradley Wiggins won a stage of the Giro d’Italia and Geraint Thomas held the lead in the best young rider competition in the Tour.
It has made a number of new signings for 2011, including triple world time trial champion Michael Rogers, and is looking to further build on the number and quality of its victories.
IG Markets has an interesting plan to reinforce its new partnership with the team, announcing that it will enable members of the public to race against Wiggins and other team riders on Wattbikes. This will take place at the City of London on Friday November 26th, and is likely to receive a large turnout.