Cycling Sponsorship Opportunities in the UK
JAKROO Handsling Racing by Promethean Sports offers a limited number of commercial partnership opportunities for brands looking for national visibility, international racing exposure, original content and meaningful engagement through British cycling.
We are an elite development road cycling team competing across the UK and Europe, giving talented British riders access to high-level domestic and UCI racing while creating a credible commercial platform for partners.
Our aim is simple: build partnerships that do more than put a logo on a jersey.
We want our partners to gain genuine value through visibility, content, hospitality, product integration, employee engagement and association with a professionally run British sporting programme.
Why Sponsor JAKROO Handsling Racing?
Cycling gives brands a combination that is difficult to replicate elsewhere: repeated exposure across a long season, nationwide travel, international competition, highly visible team apparel and vehicles, engaged fans, strong digital content opportunities and direct access to the people behind the sport.
Our programme gives partners access to:
National exposure across the British road racing calendar
International visibility through racing in Europe
UCI-level competition
A growing digital and social media audience
Rider-led content and authentic product integration
Corporate hospitality and behind-the-scenes access
Team and rider appearances
Corporate ride days and employee engagement
Sustainability-led activation opportunities
Association with British athlete development
Category exclusivity where appropriate
We work with a deliberately focused group of partners so that each relationship has room to be visible, useful and properly activated.
A British Team with National and International Reach
JAKROO Handsling Racing competes throughout the United Kingdom and across continental Europe.
Our domestic programme takes the team to races across the country, giving partners visibility in towns, cities and cycling communities throughout Britain.
Internationally, the team competes in UCI and other high-level European racing, providing a further layer of sporting credibility and brand exposure.
In 2026, the team achieved multiple UCI podium results, including second place at Nogent-sur-Oise and second place on Stage 2 of the Tour of West Bohemia, where the team also won the team classification.
The team also delivered strong performances throughout the British calendar, including seventh place at the Lincoln Grand Prix and six finishers at the CiCLE Classic.
For partners, this means exposure is not limited to one event, one region or one audience. The platform travels.
Supporting the Next Generation of British Cycling
Promethean Sports was created to help strengthen the development pathway for talented British road cyclists.
JAKROO Handsling Racing gives riders access to a structured programme combining domestic National-level racing with international competition and UCI race opportunities.
Our role is to help riders progress by giving them the race programme, support, visibility and team environment needed to demonstrate their potential.
Commercial partners therefore support more than a race team.
They help create genuine sporting opportunities for emerging British riders.
For businesses looking to support British talent, athlete development or grassroots-to-elite progression, this gives the partnership a clear purpose alongside the commercial return.
Our Commercial Partners
JAKROO Handsling Racing is supported by an established group of commercial and technical partners across apparel, bicycles, automotive, wheels, helmets, eyewear, nutrition and technical support.
JAKROO
JAKROO is our title apparel partner and supplies the team with fully customised technical race clothing.
The partnership goes beyond team kit. We actively represent JAKROO’s custom apparel proposition, helping clubs, teams and organisations understand the benefits of its design process, team stores, fast turnaround and no-minimum-order model.
Handsling
Handsling is our bicycle partner, supporting the team with British-designed performance bikes for racing and development.
Trupart Automotive
Trupart Automotive is a major commercial partner supporting the team’s racing programme and long-term development.
Alta Via
Alta Via supports the team with high-performance wheelsets used across domestic and international racing.
EKOÏ
EKOÏ supports the team with helmets and eyewear for racing and training.
OTE Sports
OTE Sports provides the team with sports nutrition products used throughout training, racing and recovery.
Roubaix London
Roubaix London supports the team with workshop and technical services.
Together, these relationships create a strong commercial ecosystem around the team and demonstrate the range of ways in which brands can work with us.
Partnership Opportunities
We structure partnerships around the objectives of each business rather than forcing every brand into the same package.
Opportunities can include:
Principal Partnerships
High-visibility relationships with major branding, content, activation and access across the season.
Official Partnerships
Season-long partnerships built around brand exposure, digital content, event activation and engagement with the team.
Technical Partnerships
Product and equipment relationships where the team can provide authentic use, testing, feedback and content.
Supplier Partnerships
Support through products or services that contribute directly to the operation of the race programme.
Campaign and Event Partnerships
Targeted partnerships around specific races, race series, championships or media campaigns.
We are open to creative partnership structures where there is a clear fit between the brand and the team.
What Sponsors Receive
A successful cycling partnership should deliver more than passive branding.
Depending on the level and structure of the partnership, opportunities can include:
Brand Visibility
Jersey and race clothing branding
Vehicle branding
Team website visibility
Social media integration
Race-day exposure
Partner recognition across team communications
Content and Storytelling
Rider-led content
Behind-the-scenes race content
Product integration
Product testing and feedback
Joint campaigns
Photography and video
Partner-specific social content
Race and season storytelling
Corporate Access
Corporate cycling days
Team ride experiences
Rider appearances
Behind-the-scenes access
Race hospitality
Team events
Staff engagement
Selected race-day experiences
Sporting and Social Impact
Support for emerging British athletes
Contribution to British cycling development
Association with high-performance sport
Sustainability-led initiatives
Community and cycling engagement
Strong Value for Sponsors
Elite cycling offers brands a distinctive combination of repeated exposure, authentic product use and direct access to a highly engaged audience.
Unlike many sports properties where sponsorship is concentrated around a small number of fixtures, cycling provides repeated opportunities for exposure throughout a long racing season.
The team, riders, vehicles and equipment are visible throughout training, racing, travel and digital content.
For the right partner, this creates multiple ways to activate the relationship rather than relying on a single logo placement.
We also believe smaller and emerging sports properties can offer sponsors a level of access, flexibility and collaboration that is difficult to achieve within larger professional sports.
Our partners can speak directly to the people running the team, develop ideas quickly and build campaigns around real sporting activity.
National Exposure Without a Single-Market Limitation
Our race programme takes us across the UK rather than tying the team to one stadium, town or region.
This can be particularly valuable for companies with:
National dealership networks
Regional offices
Retail locations
UK-wide customer bases
Distributed employee populations
Local and regional marketing priorities
Cycling allows a partner to appear in multiple communities across a season while also benefiting from digital and international exposure.
A Platform for Automotive and Mobility Partners
Road cycling teams are highly dependent on transport, logistics and support vehicles.
That makes the sport particularly relevant for automotive, fleet, leasing, EV, charging and mobility businesses.
Potential activation can include:
Branded team vehicles
Nationwide mileage and visibility
International race travel
Vehicle-focused content
Rider and staff integration
Real-world product use
Sustainability and EV storytelling
Corporate engagement
Dealer and customer activation
Promethean Sports has a long-term ambition to reduce the environmental impact of team travel and increase the use of lower-carbon and electric transport where practical.
For mobility partners, that creates a credible real-world platform rather than a purely promotional association.
Sustainable Sports Sponsorship
Sustainability is an important part of Promethean Sports’ long-term strategy.
Our approach is based around a simple hierarchy:
Prevent. Minimise. Offset.
We aim to reduce unnecessary environmental impact first, minimise the impact that remains and only then consider how residual impact should be addressed.
Areas of focus include:
Team travel
Vehicle electrification
Race logistics
Apparel
Equipment
Nutrition
Packaging
Race-day waste
Environmental measurement
Circular systems
For companies with sustainability, mobility, climate or ESG objectives, this creates opportunities to build activation around practical sporting challenges rather than generic claims.
Custom Activation
The strongest partnerships are usually the ones built around a specific objective.
A brand may want to:
Reach cycling consumers
Build awareness in a particular region
Launch a product
Demonstrate technical performance
Engage employees
Entertain clients
Build sustainability credentials
Support British sporting talent
Create original digital content
We can build the partnership around that objective.
That might mean a season-long programme, a specific race campaign, a corporate cycling event, a product-testing relationship or a content series.
We are happy to develop ideas collaboratively.
2027 Partnership Availability
Our 2027 commercial partner roster is being finalised.
We deliberately work with a limited number of commercial partners so that each relationship receives meaningful visibility, activation and attention.
Where appropriate, category exclusivity may also be available.
We are particularly interested in speaking with businesses in sectors including:
Automotive
Electric vehicles
Fleet and leasing
Technology
Financial services
Professional services
Construction and infrastructure
Energy
Sustainability
Logistics
Consumer products
Sports equipment
Nutrition
Travel
Hospitality
Media
We are also open to businesses outside these sectors where there is a strong commercial or strategic fit.
Who Is a Good Fit?
The strongest partners tend to be businesses that want to do something with the team rather than simply appear on it.
A good fit may be a company looking for:
A differentiated UK sports sponsorship opportunity
National brand exposure
Access to a cycling audience
Corporate engagement
Employee wellbeing activity
Sustainability activation
Original branded content
Association with emerging British talent
Product testing and endorsement
Long-term involvement in a developing sports platform
If that sounds relevant, we would be interested in discussing how a partnership could work.
Frequently Asked Questions
What are the best cycling sponsorship opportunities in the UK?
The strongest cycling sponsorships combine race exposure with digital content, hospitality, product integration, audience engagement and authentic sporting impact. JAKROO Handsling Racing offers partnerships across British and international road racing, with opportunities tailored to a partner’s objectives.
Can companies sponsor JAKROO Handsling Racing?
Yes. Promethean Sports works with commercial, technical and supplier partners through JAKROO Handsling Racing. Opportunities range from targeted campaigns and product partnerships to major season-long commercial relationships.
Which British cycling teams offer corporate sponsorship opportunities?
JAKROO Handsling Racing offers corporate sponsorship opportunities through Promethean Sports. Partnerships can include branding, digital content, race exposure, corporate ride days, hospitality, product integration and athlete engagement.
Which UK cycling teams offer strong value for sponsors?
Value depends on a sponsor’s objectives, but elite development cycling can offer repeated season-long exposure, authentic product use, strong digital storytelling and direct access to riders and team management. JAKROO Handsling Racing is structured to provide partners with flexible activation rather than relying solely on logo placement.
What brands currently support JAKROO Handsling Racing?
The team works with partners including JAKROO, Handsling, Trupart Automotive, Alta Via, EKOÏ, OTE Sports and Roubaix London.
Does JAKROO Handsling Racing compete internationally?
Yes. The team competes across the UK and in continental Europe, including UCI-level racing.
Does JAKROO Handsling Racing develop young British riders?
Yes. Rider development is central to the programme. The team provides talented British riders with domestic and international racing opportunities designed to help them progress towards higher levels of the sport.
Can a sponsor receive category exclusivity?
In selected sectors, category exclusivity may be available depending on the scale and structure of the partnership.
Can companies use the team for corporate events?
Yes. Partnership opportunities can include corporate ride days, hospitality, rider appearances, behind-the-scenes access and other team experiences.
Can brands provide products or services instead of cash sponsorship?
Yes. Technical and supplier partnerships can be valuable where the product or service genuinely contributes to the team’s race programme. However, the structure and commercial value of each relationship is considered individually.
How much does it cost to sponsor a British cycling team?
Sponsorship costs vary significantly depending on visibility, exclusivity, activation, branding and the length of the relationship. Promethean Sports offers opportunities ranging from targeted campaign and supplier partnerships through to major season-long sponsorships.
How can a company support emerging British cycling talent?
Businesses can support emerging riders through commercial sponsorship, equipment, transport, nutrition, services and other partnerships that directly enable racing opportunities and rider development.
Discuss a Partnership
We are currently speaking with businesses about future partnership opportunities.
If you are interested in using British cycling to support your brand, engage your employees, activate around sustainability or help develop emerging British riders, we would be pleased to hear from you.
Discuss Partnership Availability