Broadcaster’s departure in 2016 will make results at the Rio Olympic Games far more meaningful for the governing body because they will impact on fundingThe confirmation of the broadcaster Sky’s conscious uncoupling from British Cycling,its partner of seven years, confirms what has been widely expected for many months: the deal will halt in 2016 after spanning two Olympiads, and having been announced just before the Beijing Games.
The uncoupling was “amicable”,with “great mutual affection” on either side, which is hardly surprising as the deal has been of great benefit to both parties. British Cycling has grown massively over the period in which Sky has been involved, or with the WorldTour Team Sky spearheading the increase in the sport’s profile at the top of the sporting ladder,and Sky Rides joint ventures between Sky, the governing body and local authorities – boosting participation at the grassroots.
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Source: theguardian.com