The British Cycling governing body has today unveiled a long-term commercial partnership with Italian clothing brand Alé.
Through the agreement, Alé becomes the organization’s official on-bike clothing partner for the next four years.
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The brand will provide cycling apparel for the entire Great Britain team and non-Olympic disciplines for both training and competition, as well as jerseys for national series and championship winners.
The agreement will run through the 2028 Olympic Games in Los Angeles.
Darren Henry, British Cycling chief commercial officer, has said: “We are delighted to be entering into this new chapter with Alé as an official partner for the next four years.
“It’s an incredibly exciting time to be joining British Cycling’s wider commercial family. We look forward to working with Alé to help grow their brand in the UK market.”
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By GlobalDataBritish Cycling claims to have achieved “significant commercial growth” in the last 12 months. Last year, the body secured a major, long-term partnership with UK bank Lloyds.
The agreement was described as one of the largest such commercial deals in UK sport covering a national governing body, worth a reported £20 million ($25 million).
Lloyds became the first British Cycling lead commercial partner since global bank HSBC – that relationship ended in mid-2021, earlier than had originally been planned when an eight-year deal was struck in 2016.
The national cycling body’s partnership portfolio also includes Shell, Skoda, Shimano, Isobar, and Renishaw.
