British Cycling’s commercial journey is a compelling case study of resilience, strategic reinvention and sponsorship innovation. From a challenging period of limited partnerships and event cancellations to securing a strong roster of high-profile sponsors – including Lloyds Bank, returning to sport for the first time in over a decade – the governing body has redefined its approach and commercial profile.
This session will explore the key strategies that powered British Cycling’s transformation, from diversifying revenue streams to creating valuable brand partnerships. We will hear Lloyds explain why backing the sport became such a compelling proposition for the brand, and examine the lessons learned from navigating complex sponsorship decisions, including due diligence, communications planning and crisis management.
Join Darren Henry (Chief Commercial Officer at British Cycling) and Jen McAleer (Group Brand Director at Lloyds Banking Group) at Harbottle & Lewis LLP in London on Tuesday 13 May for an insightful discussion on the evolution of National Governing Bodies (NGBs) in today’s sponsorship landscape and the actionable insights that brands, rights holders and agencies can take from British Cycling’s experience.
This session will be moderated by ESA Chair Sophie Morris.
AGENDA (all times BST)
08:30-09:00 networking, breakfast
09:00-10:00 session
10:00-10:30 networking
