British Cycling has extended its long-standing commercial partnerships with helmet manufacturer Lazer and component giant Shimano through 2030. The four-year agreement ensures both brands will continue supplying the Great Britain Cycling Team with technical equipment, extending a collaborative relationship that began in 2014 to a total of 16 years.
What the partnership extension provides
The agreement guarantees the continued supply of high-performance on-bike products for the Great Britain Cycling Team. According to an official statement from British Cycling, Lazer remains the official helmet supplier for elite, Paralympic, and grassroots riders. Shimano will maintain its role as the official groupset supplier, providing the mechanical components necessary for elite and Paralympic road competition.
Beyond high-level racing, the deal includes a commitment to support grassroots cycling initiatives across the United Kingdom. This aligns with the national governing body’s broader strategy to use elite success as a driver for domestic participation.
Why the collaboration matters for the 2028 Olympics
The extension secures technical stability for the team as they look toward the Los Angeles 2028 Olympic and Paralympic Games. Stephen Park CBE, Performance Director for the Great Britain Cycling Team, stated that the partnership is built on an alignment of values and a shared vision of global competitiveness.
"They have been there with us at all major competitions and milestones since 2014 and we look forward to continuing this trajectory through to LA and beyond," Park said.
By maintaining these specific supply chains, British Cycling avoids the disruption of switching equipment providers during an Olympic cycle. This continuity is vital for athletes who rely on consistent gear, particularly in the Paralympic road program, where Shimano assists in the complex engineering required to optimize equipment for individual riders.
Background on the technical suppliers
Both Lazer and Shimano are distributed in the UK by Madison, a long-term commercial partner of British Cycling.
- Lazer: Founded in Belgium in 1919, the company specializes in head protection and has focused heavily on aerodynamic integration within the British Cycling setup.
- Shimano: The Japanese manufacturer produces the majority of the drivetrain and braking components used by professional pelotons worldwide.
The relationship between these brands and the national team has coincided with a highly successful era for British cycling, characterized by multiple gold-medal performances at the Olympic Games in Rio, Tokyo, and Paris. By locking in these suppliers through 2030, British Cycling has ensured its riders will have access to the same technology used by top-tier professional teams in the UCI WorldTour.