The push, "Sky loves cycling", kicks off with a 90-second online promo featuring cyclists of all sorts, from Tour de France champion Bradley Wiggins and Britain’s record-holding Olympic gold medallist Chris Hoy, down to children learning to pedal for the first time.
Created by Sky’s in-house studio Sky Creative, the campaign also includes TV, print, outdoor, PR and digital, along with social content on the Sky Loves Cycling Facebook, Twitter, Instagram and YouTube accounts launched earlier this month.
This year is the last of Sky’s sponsorship of British Cycling, although it will continue to own Team Sky, which has been behind the UK’s three Tour de France wins in the last four years.
Ian Murray, head of brand, cycling and Team Sky, said: "The new brand campaign celebrates Sky’s role in transforming cycling across the UK and the impact this has had on British culture. Our commitment to the sport will continue into 2017 and beyond with Team Sky and other partnerships."