The parent corporation’s financials are due out on April 2nd and will not be good. That’s why the group is being "deleveraged" (see bikebiz.co.uk passim).
However, that doesn’t mean the drawbridge is raised on support for important industry campaigns. Today Derby Cycle USA has pledged its continued support of The Bicycle Council with a $10,000 contribution for 2001. This is the fourth consecutive year Derby USA has sponsored the US organisation whose mission is to promote cycling to consumers.
In 1998, Derby USA became the first bicycle supplier to become a Primary Sponsor of TBC’s promotional campaign for the bicycle industry, which began in February 1997.
"Derby USA continues to support The Bicycle Council because we believe in its mission and its strategy," said the recently reinstalled CEO of Derby USA, Bill Austin.
"Promoting bicycling to consumers helps attract new riders, creating new business
opportunities for retailers, distributors and manufacturers."
With sponsor support, the Bicycle Council’s News Media Outreach Office has conducted publicity campaigns which have secured numerous local and national US broadcast and print media exposures for bicycle dealers; established a toll-free phone number for consumer media; and produced and disseminated brochures to provide news media with bike industry information and contacts.
A bit, therefore, like the PR campaign of old organised by David Collins, the then in-house PR officer for the Bicycle Association of Great Britain.
So, when is the UK to get its own Bicycle Council? It’s long been mooted, but nothing seems to come of it. Does the BA need a cash boost before it can start to organise such an umbrella marketing organisation?