Herne Hill Velodrome, the recently renovated outdoor velodrome famed for hosting the 1948 London Olympics has brought on a new partner in the shape of dhb, Wiggle's in-house clothing manufacturer.
The new partners have set out ambitious plans to increase grassroots participation in cycling for men, women and children, with the hope of engaging existing cycling fans as well as those new to the sport.
The partnership will run for an initial three years as dhb looks to further its profile and brand awareness in a crowded market, while also promoting Herne Hill as a go-to desitnation for cyclicts.
Velodrome staff will be kitted out in full dhb kits and the outdoor venue is set to become a testing zone for new products and innovations as dhb continues its journey from low cost clothing to top-tier technical apparel.
Along with the clothing supply, dhb is now on board as the headline sponsor of Herne Hill's well regarded Monday and Tuesday evening track training sessions. Those attending these sessions will be able to give feedback on the latest kit.
'We’re delighted to welcome dhb into the Herne Hill family,' says Simon Price, a trustee at Herne Hill Velodrome Trust.
'We believe that dhb shares the same philosophy towards cycling as us, which centres on advocating the joy of cycling. We’re confident that this partnership will enable Herne Hill Velodrome to continue to thrive in the coming years.'
The new partnership comes at a good time for the velodrome as it looks ahead to the 70th anniversary celebrations of the London Olympics next summer.
The destination, in Dulwich, South London, will play host to the World Cycling Revival Festival, which is set to be a weekend of racing, live music and vintage exhibtions.