Sky, British Cycling partnership scoops prestigious awards

Sky’s partnership with British Cycling has been named Sponsorship of the Year, collecting the top award at this year’s Hollis Sponsorship Awards. Judges recognised Sky for its work supporting cycling at all levels, from the grassroots through to the success of the British team and the creation of Team Sky. The partnership was formed in 2008, setting ambitious targets to get one million more people cycling regularly and to back the first British winner of the Tour de France. The partnership was renewed for a further four years in 2012 having achieved both these targets ahead of time.

Sky’s role as Principal Partner of British Cycling was also recognised at the Hollis Sponsorship Awards with further success in the individual categories of the Sports Sponsorship, for Sky’s sponsorship of the Great Britain Cycling Team, and the Grass Roots Sports Sponsorship, for the Sky Ride 2012 programme of mass participation events for cyclists of all ages and abilities.

Additionally, Sky won a fourth award for the Arts Sponsorship category for its collaboration with Tate Liverpool, who commissioned world renowned artist Doug Aitken to create Sky Arts Ignition: Doug Aitken – The Source.

“These four awards are testament to the work that Sky has done in the last few years to build its support for sport and the arts,” says Graham McWilliam, group director of corporate affairs, Sky. “By focusing on areas that we’re passionate about, we believe that we can make a difference and inspire people to get involved. From encouraging one million more people of all ages and abilities to start cycling to championing creativity and opening up the arts to more people, Sky is committed to making a positive contribution to the communities in which we work.”

Rosemary Sarginson, Hollis Awards organiser, adds: “The quality of this year’s entries was superb, which I think is a testament to the effort that went into activating London 2012 or, for non-rights holders, finding a way of competing with the noise it created.”