Following PHAR’s evaluation of the naming rights opportunity at the UK National Cycling Centre, HSBC was announced in January 2017 as the centre’s new sponsor.
The HSBC UK National Cycling Centre is not only the headquarters of the UK’s all-conquering cycling team, but also hosts a range of year-round grassroots and community events and programmes, including track cycling, BMX and mountain bike activities
PHAR was appointed by Manchester City Council following a competitive tender proves to identify the value of the naming rights opportunity, and advise on how the commercial potential could best be realised. Using PHAR’s proprietary sponsorship analysis tools, we not only identified what the opportunity was worth in the sponsorship marketplace, but provided the Council with the level of evidence and rigour required to support the negotiation and approval processes.
“We are delighted that the home of British Cycling and the Great Britain cycling team will now be known as the HSBC UK National Cycling Centre,” said British Cycling’s chief operating officer Jamie Obank.
Regarding the evaluation undertaken by PHAR, a spokesman from Manchester City Council added, “Your work on the HSBC deal was a great help thanks. Having the principles and rationale you provided was excellent.”