British Cycling has announced that it has signed a four-year extension to its partnership with Lazer as its exclusive official helmet supplier to the Great Britain Cycling Team and to British Cycling members.
The extension sees a continued relationship between the national governing body for cycling and the world’s oldest manufacturer of sports helmets, first established in 2014.
British Cycling’s Performance Director, Stephen Park, has heralded the partnership extension as both organisations work hard to innovate and cement their positions as world-leaders in the sport: “In order to best support our world-class bike riders, we strive to provide them with the world’s best kit and as such I’m pleased our partnership with Lazer has been extended. They are renowned for creating helmets with the mix of design, comfort, safety, performance and technology which suits our riders perfectly.
“The Great Britain Cycling Team has high ambitions to continue the legacy of success we have enjoyed so far, and to have a brand such as Lazer as our official helmet supplier plays a big part in us achieving this success.”
Dominic Langan, CEO at Madison, which is the Lazer distributor in the UK and Ireland, added: “We are excited to continue our partnership with British Cycling and Lazer. This is by far our biggest sports marketing investment for Lazer in the UK and that is a direct reflection on the success that we see from Team GB on the track and road. We are proud to support the success of the Elite programme and look forward to Tokyo.”
British Cycling has enjoyed great success with Lazer helmets over the last six years with many medals won on the track and road using Lazer’s market-leading products. For 2021, riders will be using a combination of the Lazer Sphere, Genesis and Victor helmets, while offering valuable feedback to Lazer to help them refine their products.
Author: Jake Wilkin