Thursday, 28 March 2024
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Opinion: British Cycling badly misread the room. That has consequences

“British Cycling are partnering with very same oil and motor interests that have kept cycling underfunded and side-lined for decades. An absurd decision and (a) greenwashing coup for Shell” Robbie Gillett.

Just in case you missed it, BC yesterday announced a new 8 year deal with Shell. And then the cycling internet broke.

If you feel as many do about this situation, there is already an open letter to BC, which features signatures from ex BC staff, current BC members, Breeze Champions, as well as a host of cycle club members and environmental group supporters. I’d encourage you to sign it.

Why would I encourage you to do this?

BC is a medal factory. And an amazing one at that. If that was all it was this would still be an extremely challenging sponsorship.

However, in the past 4 years BC has sought to become a wider social mobility focal point, partnering with the Ramblers Association, Cycling UK, Living Streets and Sustrans, “launching ‘Moving the Nation’; a manifesto demanding new measures to prioritise walking and cycling in our towns and cities.” As BC themselves put it; “a Vision for Tomorrow to help make cycling and walking the natural choices for short journeys.”

Conflict of interests anyone?

For context, the new sponsor has a track record of saying the right thing whilst continually failing to meet targets it sets itself.

Regrettably, the BC announcement also comes in a month where Active Travel England looks to face serious challenges to it’s capabilities, with it being reported that the body is an estimated £15 Billion underfunded to achieve its goals.

Naturally enough the lobbying from the Auto Industry also comes into view here. It’s not forgotten that the largest attendee group at COP26 was a combined Oil, Gas and Auto industry delegation, far larger than any single nation attending. This whilst cycling and other forms of active travel got a last minute invite to the party as the oversight dawned upon the organising body.

And it’s in this environment that BC decided Shell’s money was worth the risk.

Credibility stretched to breaking point?

When COP27 announced Coca Cola as sponsors it sent a signal, and not a good one. Over 115’000 people have signed the petition to have Coke ejected as sponsors of COP27.

It will be ‘interesting’ to see how the 150,000 + members of British Cycling act in the coming weeks and months.

One thing’s for sure. BC massively misread the room.