Embark becomes title sponsor of the Bikestrong cycling team

Embark Group (Embark) has announced today that it has become the new, main sponsor of the renamed Embark Bikestrong cycling team. Embark Bikestrong is a burgeoning road cycling team, currently operating at an elite development level with aspirations to reach the World Tour.

Bikestrong was established with a focus on making cycling more inclusive and safer, as well as operating sustainably – their ambition is to be the first carbon neutral pro-team. It was this ethos that attracted Embark, and having supported the team for a number of years this announcement confirms its commitment to the team and the wider sport.

Embark is involved in numerous partnerships with the goal of promoting well-being and sustainability, with a particular focus on cycling. Notably, Embark sponsors Embark Dundee, Scotland’s largest e-bike scheme, whose 15,987 users saved an estimated 95,400m³ of carbon last year alone.

Embark’s sponsorship of Embark Bikestrong will enable the team to support more people as they race around the United Kingdom and Europe this year. The partnership also aims to help their drive towards promotion from an Elite Development Team to becoming a part of the UCI continental cycling tour in 2023. Promotion would mark the team’s first step into professional road racing.

Lisa Worley, Group Head of Marketing, Embark Group, commented: “We share Embark Bikestrong’s commitment to inclusivity, team work and wellbeing. Their ethos is a great fit with our own and, like us, they are tightknit team with big ambitions for the future. We are thrilled to be able to support them on their journey as they look to further establish themselves within the British cycling community.”

Brett Fabian-Smith, Director & Team Owner, Embark Bikestrong, commented: “We set up the team to be different, with an ambition to make cycling inclusive, safe, and sustainable. We're really excited by our partnership with Embark Group as they share these values, and their support will enable us to further progress these foundational goals. This comes at an important moment as we push for our target of promotion to the UCI Continental Cycling Tour this year. This is an exciting start to what promises to be a thrilling road-racing season for Embark Bikestrong."