With Chris Froome’s record-breaking win at the final stage of the Tour de France on July 24, 21st Century Fox-sponsored Team Sky once again delivered on its reputation as the U.K.’s premier professional cycling team. Froome, who led his nearest competitor, Peter Sagan, by four minutes and five seconds, became the first Briton in history to win the race three times, and he took the opportunity during his acceptance speech to emphasize the teamwork for which Team Sky is so well known.
“To my teammates and support team, this is your yellow jersey too,” Froome said during his acceptance speech. “I wouldn’t be here if it wasn’t for your commitment and sacrifice… This is one special team, and I’m so proud to be a part of it.”
Yet for Team Sky, the work doesn’t end when the race is over. Its riders are committed year-round to use their platform as major sports stars to encourage cycling fans toward active, healthy lifestyles.
“Linking inspiration to participation in sport is the holy grail,” said Team Principal Sir Dave Brailsford. “I think that has been genuinely achieved for the first time by Sky’s involvement in cycling.”
Team sponsor Sky launched a Sky Loves Cycling digital campaign this summer to not only rally support for the riders as they prepared for the Tour de France but also inspire fans new and old to take up the sport for themselves. Followers on Twitter and Facebook received the most up-to-date news on the team’s performance at the Tour, as well as training tips and motivating photos and video.
“The Sky Loves Cycling channels have been created to bring cycling fans closer to the sport and to provide them with the cycling inspiration they need to get on their bikes,” said Ian Murray, Head of Brand for Sky Cycling & Team Sky.
The campaign is the latest in a long tradition of public engagement efforts on the part of the team. Its Sky Ride events, for example, which launched in 2009, are credited with inspiring more than 1 million people in the U.K. to take up regular cycling, and for the past three years, the team has supported young people in the Los Angeles area during its participation in the Amgen Tour of California.
During the most recent Tour of California, Team Sky and 21CF donated bikes, helmets, Team Sky shirts and more to the young members of the South Bay Boys & Girls Clubs in Los Angeles. The riders also spent the afternoon of May 11 guiding the kids from South Bay through a cycling confidence course, helping them get comfortable riding and giving them the tools they need to stay active and healthy.