Shell became British Cycling’s latest official partner last Monday with the agreement lasting for eight years until 2030 – the year Shell aims to bolster energy security and help the UK towards net zero.
According to a statement, the partnership will accelerate British Cycling’s path to net zero whilst helping more people to ride their bikes, making cycling more accessible for those who are disabled.
However, British Cycling has faced criticism for partnering with the oil giant as they have been accused of greenwashing - when a company portrays itself to be environmentally friendly for marketing and advertising purposes.
Environmental campaigners are disappointed and have said the agreement is “cynical PR” to improve Shell’s reputation considering the rise in the cost of living and energy crisis.
Dr. Doug Parr Greenpeace UK policy director said: "The idea of Shell helping British Cycling reach net zero is as absurd as beef farmers advising lettuce farmers on how to go vegan.
"After being booted out of museums and other cultural institutions, Big Oil are looking at sports as the next frontier for their brazen greenwash. But their aim hasn't changed - to distract from the inconvenient fact that the fossil fuel industry is making our planet uninhabitable."
Friends of the Earth campaigner Jamie Peters added: "Cycling is the epitome of environmentally friendly travel. It's deeply disappointing that UK Cycling could think it's appropriate to partner with a fossil fuel giant.
"Shell is continuing to invest billions in oil and gas projects, while using cynical PR initiatives like this partnership to attempt to greenwash its harmful activities."
Sir Chris Hoy spoke to BBC Sport about the partnership at the Track World Championships in France and said, "It's not just about elite sport,"
"It's about representing the views of the entire membership and putting cycling on the agenda with a massive corporation like Shell.
"And if you can get them to change their policy even slightly, then that's a positive thing."
The Six-time Olympic champion continued with: "Most people were quite surprised at a cycling federation aligning with a global corporation in the oil industry - you wouldn't think those two sit side by side.
"But you put yourself in the British Cycling management position, they need to get a sponsor, they need to have a partner and in the current climate, trying to find a major sponsor for one year, let alone eight years, is a significant challenge.
"It will be interesting to speak to the management to see what they have to say but I guess a lot of the chatter has been 'well, you know what, if you want to make changes, it's better to be on the inside'.
"To have a voice in an organisation, to make them hear your opinions about what you want to do with your sport."
The perspective that British Cycling could potentially influence Shell is shared by British BMX rider Kieran Reilly who said: "If Shell partnered itself with a sport that wasn't green there'd be a bigger reaction,"
"Shell are taking a step in the right direction. I don't think we will lose credibility as a sport. It's Shell bettering themselves, cycling is helping Shell do that.
"There's no argument for our sport being bad in that environment."
An open letter signed by over 700 organisations and individuals has been sent to British Cycling asking them to "consider immediate action to renounce sponsorship from Shell", calling the deal with the "oil company" an "irreconcilable conflict of interest".
British Cycling is yet to comment in response, but Shell has replied and said, "We agree that society needs to take urgent action on climate change. Shell has a clear target to become a net-zero emissions business by 2050.
"We are also deeply committed to the UK and are planning to invest between £20-25bn in the UK energy system over the next decade - more than 75% of this will be in low and zero-carbon products and services, including offshore wind, hydrogen and electric mobility."
The sponsorship landscape involving oil and gas companies is challenging and conflicting, considering sport organisations are financially vulnerable.
Fossil fuel sponsorship can be compared to cigarette sponsorship as there are moral repercussions to consider as well as financial benefits.
Brian Facer, CEO of British Cycling said: “At British Cycling we have a strong track record of working with our partners to enhance our work, have a real impact in communities and elevate the role that cycling plays in the thinking and actions of UK businesses.
“The partnership also shows our fresh commercial approach at British Cycling, as we look to work alongside a broader range and number of partners to help us to delivery our strategy and support the long-term growth of cycling and the sport across Britain.”
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