British Cycling has announced it will end its eight-year partnership with Sky in 2016.
British Cycling chief executive Ian Drake said the decision to end the deal was taken amicably. The partnership does not affect the broadcaster's running of Team Sky.
Drake said: “British Cycling and Sky will remain firm friends and part with great mutual affection, having achieved amazing things together. The last 10 years have been brilliant for our sport – our membership and participation in cycle sport continues to grow, we’ve encouraged over 1.7 million people to cycle regularly with even more starting all the time and we are seeing the emergence of a new generation of cycling heroes.”
Sky and British Cycling teamed up in 2008 to raise the sport's profile and can therefore be deemed a huge success. In addition to increased public participation, Great Britain won 16 gold, 11 silver and seven bronze medals at the 2012 Olympic and Paralympic Games.
Drake added: “Successes for British riders at London 2012 transformed the country’s sporting expectations but winning medals was never an end in itself – we have harnessed those achievements to inspire unprecedented growth in participation.
“The job is far from finished and British Cycling has a strong culture of setting and hitting ambitious targets so we relish the challenge as we set our sights on what we want to achieve beyond Rio 2016.
“To achieve these ambitions we need to increase investment into our sport and have therefore developed a clear commercial approach to support our 2017-2025 strategy. We look forward to engaging with a wide range of partners who want to join us on this exciting journey.”
Jeremy Darroch, chief executive of the Sky group, said: “We’re immensely proud of our great partnership with the whole team at British Cycling. This is a lasting legacy and we will give everything to make the final 18 months of our relationship just as successful.
“Our long-term commitment to cycling continues and we will work with British Cycling to identify a new partner who can help bring even more success in the future.”