adidas partners with British Cycling British Cycling, the governing body for cycling in the UK, has negotiated a deal with adidas to become the official outfitters of the Great Britain Cycling Team through to the Beijing Olympics in 2008. The deal confirms the increasing investment that adidas is making in cycling, having recently signed an endorsement contract with Athens Gold, Silver and Bronze medallist Bradley Wiggins. adidas is the official outfitter of both the French and German cycling federations, and the specialist cycle manufacturer Mavic is also part of the adidas-Salomon group.
BSkyB signs deal with British Cycling Jeremy Darroch, Sky chief executive, said: “We are proud of the partnership we have with British Cycling and look forward to four more years supporting the sport. Our aim has always been to increase participation, support the leading riders and inspire the next generation."