British Cycling Appoints New Commercial Director With Focus On Growth And Sustainability

British Cycling is pleased to today announce that Darren Henry has been appointed as the organisation’s new Commercial Director. Darren joins from Premier League football club Southampton FC, with a clear focus to develop and enhance British Cycling’s long-term growth, sustainability and brand.

As British Cycling’s Commercial Director, he will be responsible for the development and execution of the British Cycling commercial strategy, securing commercial partnerships, promoting the development of membership and maximising opportunities from major cycling events.

Darren will take up his role on Tuesday 17 August having spent three years as Head of Partnerships at Southampton FC. During this time, he has been responsible for securing over £50 million of new commercial income including club record-breaking commercial partnerships.

Prior to joining Southampton FC as Head of Partnerships in 2018, Darren has worked in various commercial leadership roles at leading sporting organisations including Manchester United, IMG Golf, Harlequins FC, London Irish FC and award winning, data-driven sports marketing agency, Two Circles.

British Cycling Chief Executive, Brian Facer, said:

“As we build British Cycling into a commercially sustainable organisation it is essential that we develop a range of income streams, which in turn reflect all the different aspects of our organisation, such as the various cycling disciplines.

“Darren’s proven track record will be really important in helping us identify opportunities, make the most of them and then nurture lasting relationships which can benefit everyone involved. I’m looking forward to working closely with him as we take British Cycling into an exciting new era.”

Darren added: “I am really looking forward to be joining Brian and the team at British Cycling. It is a really exciting time for all aspects of the sport – from the team competing for medals out in Tokyo to the millions across the country getting on their bikes daily.

“From growing participation and keeping people active, to supporting a vibrant domestic sport, it’s clear that cycling has a vital role to play in our country over the years ahead – making British Cycling’s proposition a unique and compelling one for brands and prospective partners.

“Cycling has experienced incredible growth over recent years and the sport is positively impacting society, environment and sustainability, health and wellbeing, and the economy. This will provide new opportunities to accelerate the organisation’s commercial development – and I can’t wait to get started.”