Market Overview

Sky takes top award for its partnership with British Cycling

Sky's partnership with British Cycling has been named Sponsorship of the Year, taking the top award at this year's Hollis Sponsorship Awards.

Describing Sky's partnership with British Cycling as 'ground-breaking', the judges recognised Sky for its work supporting cycling at all levels, from the grassroots through to the success of the British team and the creation of Team Sky. The partnership was formed in 2008 setting ambitious targets to get one million more people cycling regularly and to back the first British winner of the Tour de France. The partnership was renewed for a further four years in 2012 having achieved both these targets ahead of time.

Sky's role as Principal Partner of British Cycling was also recognised at the Hollis Sponsorpship Awards with further success in the individual categories of the Sports Sponsorship, for Sky's sponsorship of the Great Britain Cycling Team, and the Grass Roots Sports Sponsorship, for the Sky Ride 2012 programme of mass participation events for cyclists of all ages and abilities.

In addition, Sky won a fourth award for the Arts Sponsorship category for its collaboration with Tate Liverpool who commissioned world renowned artist Doug Aitken to create Sky Arts Ignition: Doug Aitken - The Source, the first of its Sky Arts Ignition projects investing in and supporting new work by leading arts organisations.

Graham McWilliam, Group Director of Corporate Affairs, Sky, commented:
'These four awards are testament to the work that Sky has done in the last few years to build its support for sport and the arts. By focussing on areas that we're passionate about, we believe that we can make a difference and inspire people to get involved. From encouraging one million more people of all ages and abilities to start cycling to championing creativity and opening up the arts to more people, Sky is committed to making a positive contribution to the communities in which we work.'

Commenting on the results, Hollis Awards organiser Rosemary Sarginson said: 'The quality of this year's entries was superb, which I think is a testament to the effort that went into activating London 2012 or, for non-rights holders, finding a way of competing with the noise it created.'

The awards ceremony took place at the London Marriott Hotel on Tuesday 27th March 2013.


Notes to editors
For more information on Sky's Bigger Picture activities please visit – www.sky.com/thebiggerpicture
For more information on the Hollis Sponsorship Awards please visit - www.sponsorship-awards.co.uk

About Sky
Sky is the UK and Ireland's leading home entertainment and communications company. Around 40% of all homes have a direct relationship with Sky through its range of TV, broadband and home telephony services.

Sky is the UK's biggest investor in television content, investing more than £2.3 billion a year in channels such as Sky 1, Sky Atlantic, Sky Living, Sky Arts, Sky Sports, Sky Movies and Sky News. Around two-thirds of Sky's content spend is invested in the UK and Sky is the fastest-growing source of investment in original British programmes. More than 30 million people watch Sky content each week.

Alongside its commitment to offering customers a greater choice of high-quality content, Sky is a leading innovator. Customers enjoy total control and flexibility over their favourite TV through Sky+, watch TV on the move through Sky Go, and enjoy the best quality TV experience at home through High Definition and 3D.

Sky distributes its content broadly over several platforms, including satellite, cable, IPTV, mobile and WiFi. NOW TV, Sky's second consumer brand, builds on the company's leadership in internet TV. Sky is also the UK's fastest-growing home communications company and favourite 'triple-play' provider of TV, broadband and home phone.

Sky believes in making a wider contribution to the communities in which it operates by taking positive action on the environment, supporting grassroots sports and increasing access to, and participation in, the arts. Sky employs 23,000 people, has annual revenues of £6.8 billion and is estimated to support a £5.4 billion contribution to UK GDP. Sky is listed on the London Stock Exchange (BSY). www.sky.com/corporate

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