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 and will include a scene-setter from Conrad Wiacek, Head of Sport Analysis at GlobalData, who will present a short overview of the European cycling sponsorship landscape. Click here to read more about Conrad and GlobalData.
Event timings (BST)
08:30-09:00 networking breakfast
09:00-10:00 session
10:00-10:30 additional networking
Darren Henry
Chief Commercial Officer at British Cycling
Darren has held various commercial leadership roles at leading sports organisations with a track record of transforming and maximising brand equity and commercial revenues. At British Cycling, he has secured over £40million in revenue including one of the largest partnership deals in UK sport in a 5-year agreement with Lloyds Bank, and a long-term commercial partnership with Shell UK.
At Southampton FC, Darren was responsible for securing over £65m in new revenue including two club record front-of-shirt partnerships. Before this at Harlequins RFC, he devised and implemented a new commercial structure which resulted in over £12m of additional revenue, including a front-of-shirt partnership with DHL and a kit deal with adidas. Darren has also worked at Manchester United, IMG Golf, London Irish RFC and Two Circles.
Jen McAleer
Group Brand Director at Lloyds Banking Group
Jen is a brand & marketing leader with 20+ years of international experience, driving brand strategy and execution across design, customer experience, in-house studios and all aspects of marketing communications in both corporate client and creative agency organisations. At Lloyds Banking Group she is responsible for a portfolio of brands including Lloyds, Bank of Scotland, Halifax and Scottish Widows. She also leads brand sponsorships including the important British Cycling relationship, B2B marketing and the group’s in-house creative agency, Beehive.
Her previous roles include Chief Brand Officer at SkyShowtime, Group Brand Director of Sky and Group Own Brand Director of Tesco. Prior to a move ‘client side’, Jen was Managing Director of a top 10 independent creative agency specialising in brand, digital, retail and communications for Virgin, adidas and Barclays among other brands.
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