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Cyclist Rebecca Richardson looking determined as she approaches the finish line of a hill climb with spectators in the background

Brother UK and British cycle sport

Brother UK is one of British cycle sport’s leading sponsors. We’ve earned our position as one of domestic road racing’s most trusted partners by supporting four teams, three major events and a fleet of neutral service vehicles. Financial backing for each of our partners makes the difference. Cash sponsorship is critical for a scene that relies heavily on goodwill and a volunteer spirit to achieve sustainability. We’re proud to be at the side of an inclusive community bursting with talent and dedication.

Our support for UK domestic road racing began nearly ten years ago. Brother UK has since become synonymous with this breeding ground of champions. Our comprehensive support has been guided throughout by Managing Director Phil Jones MBE. His commercial acumen and genuine desire for the sport to achieve sustainability has been rewarded with continued return on investment for Brother UK, as well as race victories, national championships and unforgettable performances by our sponsored teams and riders.

Alistair Thomas of Brother UK-supported Crimson Performance cycling along a path in Tatton Park

Sponsored teams and events

Brother UK sponsors two men’s and two women’s elite cycling teams. Vitus Pro Cycling p/b Brother UK and Crimson Performance contain some of domestic road racing’s strongest male riders, including British circuit race champion Joey Walker. Our women’s teams are Team Brother UK-LDN and Team Brother UK-OnForm. The latter is home to Rebecca Richardson, the Welsh hill climb champion, who competes as a Brother UK-sponsored athlete in this most demanding of individual disciplines.

We are also the official print and results partner to the Tour of Britain, the Women’s Tour and the Tour Series. Our place at the side of Britain’s most prestigious races extends our presence to professional cycling’s highest echelon. The Tour of Britain attracts a galaxy of stars from the men’s UCI WorldTour, while the Women’s Tour is universally recognised as establishing a gold standard for the female sport. The Tour Series brings top-class bike racing to city centres across Britain each May.

Brother cycling neutral support car turning into a bend with race marshals partially visible in the foreground and another support vehicle following in the background

Neutral Service p/b Brother UK

The Neutral Service p/b Brother UK support crews provide critical, in-race mechanical assistance to all teams competing in Britain’s biggest races. Our comprehensive support for British cycle sport began with our funding of this vital service. Nearly ten years later, our distinctive black-and-white vehicles, equipped with spare bikes and wheels, have become synonymous with elite-level road racing in the UK and a byword for excellence. They are a moving metaphor for our motto, At Your Side.

Phil Jones MBE, Brother UK’s Managing Director, identified an opportunity to revolutionise the standard of neutral support in domestic road racing. Working closely with the vastly experienced Tony Barry, the Neutral Service p/b Brother UK manager and a former British Cycling board member, Phil has realised his vision to provide British races with the same exceptional support enjoyed by competitors in iconic events like the Tour de France. Tony’s crews embody Brother UK’s commitment to outstanding service.

Video highlights

Crimson Performance: An elevated image
Neutral Service powered by Brother UK
Phil Jones MBE: Goodwill and Sustainability

Podcast

The new Brother UK Cycling Podcast offers insights, opinions and compelling interviews with the most engaging personalities in British cycle sport. Co-hosted by Timothy John and Phil Jones MBE, the Managing Director of Brother UK, each episode offers a lively mix of humour and anecdote, observation and reflection from riders and managers, organisers and influencers, cycling legends and unsung heroes.

Revealing conversations take the listener inside a sport in a way that few other mediums can match. The Brother UK Cycling Podcast utilises the close relationships our sponsorships have forged with those in the spotlight and behind the scenes to offer a privileged view of life inside elite British cycle sport and to share the commercial realities that drive our sponsorships. From career-defining victories to the realities of life away from race day, all cycling life is here. Each episode is available to enjoy now from Apple Podcasts, Google Podcasts, Spotify and all leading podcast platforms.

Subscribe to listen to the latest episodes

Side view of Team OnForm cyclist on a cordoned off road with other team members and a blue car in the background

Blog

The Brother cycling blog celebrates the human stories at the heart of our sponsorship portfolio. Detailed and engaging long-form articles, illustrated by beautiful, naturalistic photography offer a privileged view of life inside the domestic peloton through the prism of Brother UK’s sponsored teams, riders and events. Our unique position as the sport’s most trusted partner provides unfettered access to a world of speed and colour, glory and suffering, sacrifice and courage.

From the winner’s circle to the massage table, the podium to the mechanic’s truck, our feature articles offer unrivalled insight into the realities behind the spectacle of honed athletes competing on sophisticated machinery. We celebrate the dedication of British cycle sport’s army of volunteers, reveal the sacrifice demanded of the riders, and describe how Brother UK’s sponsorships play a critical role in supporting a scene that attracts millions of spectators to Britain’s road sides each year.

Visit our cycling blog

Joey Walker of Vitus Pro Cycling riding towards the camera in a 10-mile test at Cuckney with greenery and blue sky in the background

Social feeds

Following @BrotherCycling on Facebook, Twitter and Instagram is the best way to keep up with news of our sponsored teams, riders and events. Daily updates and insights, illustrated with video and photography, offer an essential ‘fix’ for the cycling addict. From race results to memorable quotes, squad selections to opinion and insight, our social feeds provide announcements and updates, and bite-sized versions of the in-depth content found on our other platforms.

The Brother Cycling LinkedIn page offers something more than the immediate ‘hit’ of other social media channels. Our detailed but digestible insight and analysis of the commercial realities of elite British cycle sport are led by Phil Jones MBE, with occasional contributions from members of the Brother Cycling family with business acumen. Phil’s insightful articles explore the many parallels between commercial and sporting leadership.

@BrotherCycling

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