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BROTHER UK

Brother UK has become synonymous with the highest echelons of domestic road racing. Managing Director Phil Jones MBE has combined passion for the sport with an instinct for sound sponsorship investments that generate brand awareness and ROI for the technology giant.

"If we look at what we’ve achieved with Vitus Pro Cycling Team, powered by Brother UK, it’s an outstanding piece of sponsorship, in my view. The value will be significant.” - Phil Jones MBE, Managing Director, Brother UK

PRESS RELEASE | A three-year partnership 

Vitus Pro Cycling Team is delighted to announce that Brother UK will remain at the team’s side until at least 2021, following a three-year, ‘powered by’ agreement that makes the Manchester firm the team’s supporting headline sponsor.

Team manager and owner Cherie Pridham said she was delighted by the deal, which offers financial and technical support, as well as the commercial insights of Phil Jones MBE, Brother UK’s managing director.

“We couldn’t be prouder to have Brother UK at our side until at least 2021. A three-year sponsorship deal  is a huge vote of confidence in our values-based approach to racing,” she said.


BRAND INTERVIEW | Phil Jones MBE

“If we look at what we’ve achieved with Vitus Pro Cycling Team, powered by Brother UK, it’s an outstanding piece of sponsorship, in my view. The value will be significant.”

Enjoy our detailed brand interview with Phil Jones MBE, the Managing Director of Brother UK, who offers insights from the company's previous sponsorships of Formula One and Premier League football, and describes the motivations behind the company's comprehensive support of UK cycle sport.

Man, white, fifties, black hair, blue jacket, talking to professional cyclist in red jersey

SPONSOR INTERVIEW | Tony Barry

Tony Barry represents the lifeblood of UK cycle sport. A former rider who became a road manager for the Great Britain team, and later a director of British Cycling, his knowledge of the sport is detailed, to say the least.

When Tony sought a commercial backer to help him revolutionise the standard of neutral service support for top-tier domestic races, he reached out to Phil Jones MBE, the Managing Director of Brother UK, who asked him to prepare a business case. Eight years later, and with the fleet of Brother-liveried vehicles now synonymous with the sport, the success of the partnership is evident.

Read about Tony's fascinating history in professional cycling and the challenges that lie ahead, with a domestic peloton about to embrace 12-speed transmissions and the disc brake revolution. With Tony at the helm and Brother UK's senior managers analysing the technical challenges by risk matrix, the future looks safe. 


PHOTO GALLERY | Brother Cycling

It's hard now to imagine a top-tier domestic race without the striking black-and-white Neutral Service powered by Brother UK vehicles at the side of a ferocious peloton.

Managing Director Phil Jones MBE is another representative of Brother UK to have become synonymous with the domestic sport's top tier. A passionate supporter, with a detailed commercial knowledge, his presence at the UK's biggest races is both familiar and welcome. 

Enjoy this gallery from photographers Alex Duffill and Sean Hardy, capturing the vehicles and support crews in action, with portraits of Brother UK's sponsored riders, Phil Jones MBE and Tony Barry. 



FURTHER INFORMATION | BROTHER SPARK

“We’re trying to say: ‘We’re a worldwide brand called Brother, we’re investing in UK cycling, and we’re getting good outcomes from it.'”
Visit www.brother.co.uk/blog/cycling