The British Cycling governing body has today announced the launch of a new commercial arm and outlined plans to bring in private equity investment.
British Cycling Ventures (BCV) has been described as “a bold commercial entity established to drive sustained revenue growth, unlock external investment, and realise the full commercial potential of cycling in Britain and internationally.”
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BCV will oversee all commercial activity across the British Cycling Group, with a particular focus on events.
The new entity will also absorb the existing British Cycling Events subsidiary, bringing every commercial strand under one umbrella.
British Cycling’s chief commercial officer, Darren Henry, has been appointed managing director of BCV, having led the federation’s commercial operations since joining in 2021.
Speaking on the announcement, Henry said: “The launch of British Cycling Ventures is a landmark moment for our organisation and a transformative step for British sport. For the first time, we have a dedicated commercial engine designed to elevate cycling’s reach, create unforgettable experiences for riders and fans, and build sustainable growth far beyond our traditional horizons.
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By GlobalData“BCV will give partners and investors a rare opportunity to help shape the future of one of Britain’s most successful Olympic and Paralympic sports.”
BCV will operate with its own management and executive team, with two additional new board members joining in 2026. Further details on structure, recruitment, and timelines will be announced in the coming months.
Jonathan Day will continue to lead the events function in a newly titled role, director of events, reporting to Henry.
BCV’s strategy will initially focus on expanding and elevating its events portfolio, from track cycling to cyclo-cross and BMX freestyle.
The governing body also stated that it is “laying the foundations” for future non-event commercial opportunities, which will be launched ahead of Britain hosting the Tour de France’s Grand Départs in 2027.
These will include partner platforms, digital ecosystems, and new revenue models “aligned with how fans engage with the sport today.”
In addition, BCV is “actively seeking strategic equity and investment partners” and has appointed Oakwell Sports Advisory as its exclusive advisor to identify and secure outside investment.
British Cycling claims to have increased its commercial revenue by 286% since 2023, including through its long-term lead partner, Lloyds Bank, as well as partnerships with oil and gas giant Shell UK, Elixirr, and Italian clothing brand Alé.
The agreement with Lloyds was secured in partnership with sports marketing heavyweight IMG.
The major, long-term tie-up has been called one of the largest such commercial deals in UK sport for a national governing body, worth a reported £20 million ($26.7 million).
Last year, the British Cycling Events arm agreed a long-term strategic partnership with IMG to support the growth and sustainability of the federation’s events portfolio and to generate new revenue to reinvest in the sport.
The six-year deal involves IMG providing its expertise in production, media rights distribution, commercial partnerships, digital marketing, and advisory services for British Cycling Events’ Tour of Britain events.
Additionally, IMG is providing strategic advisory services for British Cycling Events’ other events and operations.
The national body’s partnership portfolio also includes Skoda, Shimano, Isobar, and Renishaw.
