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British Cycling partnership with Shell UK labeled as ‘brazen sportswashing’

British Cycling partnership with Shell UK labeled as ‘brazen sportswashing’

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Tuesday, Oct 11

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British Cycling’s decision to bring on Shell UK as its new official partner through 2030 has been criticized as “brazen sportswashing” by an environmental group.

The energy company replaces the banking organization HSBC UK, which stopped its sponsorship of the governing body at the end of 2021.

British Cycling says that the new partnership will support its elite teams, and help the body achieve its goals of net-zero carbon emissions. However, the announcement has been widely criticized on social media with many threatening to cancel memberships, and environmental organization Greenpeace described it as “brazen sportswashing.”

“We’re looking forward to working alongside Shell UK over the rest of this decade to widen access to the sport, support our elite riders and help our organization and sport take important steps towards net zero – things we know our members are incredibly passionate about,” British Cycling CEO Brian Facer said.

“Within our new commercial program, this partnership with Shell UK brings powerful support for cycling, will help us to improve and will make more people consider cycling and cyclists.”

Greenpeace said that the energy company coming on board to help with British Cycling’s net-zero targets were “absurd” and that the governing body should not have taken Shell on as a partner.“The idea of Shell helping British Cycling reach net zero is as absurd as beef farmers advising lettuce farmers on […]

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