Sharp UK has signed a six-figure sponsorship deal with British Eurosport to support the channel’s entire cycling coverage for this year.

The deal will see Sharp’s sponsorship flagged up in programme titles and during commercial breaks and in online advertising throughout www.Eurosport.yahoo.co.uk’s cycling section, TV ad spots and in editorial pieces.

Sharp, which already sponsors the Rapha Condor Sharp Cycling Team and The Tour of Britain, will also see its logo appear alongside official live race data initially during 11 selected televised races to kick off its role as British Eurosport’s official cycling insight partner.

“This is a fantastic opportunity for us to build on our existing engagement with fans of pro-cycling in the UK,” said Sharp UK managing director Paul Molyneux.

“These are the same people we want to be communicating to about Sharp’s innovative products. We believe we can use our mindset as an inventor to deepen the enjoyment and involvement of fans, offering a higher level of insight into the sport and adding a new dimension to Eurosport’s coverage.”

Eurosport’s head of UK sales, Guillaume Canard Duchene, added: “We are delighted to bring Sharp on to the channel. It has already established a relationship with the sport and British Eurosport’s breadth of cycling coverage is the perfect environment for the company to increase its visibility.

“The additional branding and integration around the race data can only add to our viewers’ enjoyment of the sport and demonstrate Sharp’s technical abilities.”

The first race to feature Sharp will be the Spring Classic, Paris-Nice, on Sunday March 6.