UPDATED: British Cycling has secured a sponsorship deal with Lever Fabergé Limited, owner of the Persil washing powder brand. The deal is thought to be worth in excess of £300k. Trek UK is the bicycle supplier.

White powder boost for cycling

The Unilever sponsorship deal will be announced at a press conference at the Revolution Event, Manchester Velodrome, on Saturday night.

"The new sponsorship will help British Cycling raise the profile of cycle sport in the UK – from a grassroots level to supporting the development of current and future cycling stars," said a statement from British Cycling.

The statement did not name Persil as the sponsor – contracts were only inked yesterday – but the entry of the brand has been an open secret among some bicycle P&A suppliers who have been quoting for 1000+ kid’s bikes and 10 000+ jerseys being lined up for on-pack giveaways on boxes and bottles of Persil.

The bike company which is involved is Trek UK and the 1000 giveaway bikes will be co-branded Trek, Persil and British Cycling.

In the summer, there will be supermarket car-park promotions of Persil’s link-up with cycling.

As well as marketing cycling to children, the Persil/Trek/British Cycling deal also involves supporting a high-end cycle team.

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