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"Greenwashing, pure and simple" - fury as Shell UK sponsors British Cycling

Members express shock at announcement of partnership, with many saying they will cancel their membership

British Cycling has been accused on social media today of facilitating ‘greenwashing’ with hundreds of comments from members slamming its announcement of the UK subsidiary of multinational oil and gas giant Shell as its new sponsor through an eight-year deal that the national governing body claims will help accelerate its “path to net zero.”

It also says that the partnership, which begins this month and runs until the end of 2030 “will see a shared commitment to supporting Great Britain’s cyclists and para-cyclists through the sharing of world-class innovation and expertise,” as well as “helping more – and wider groups of – people to ride, including ways to make cycling more accessible for disabled people,” the latter through a new programme called ‘Limitless’.  

Shell UK, which operates the country’s largest public network of electric vehicle (EV) charging points, says it will also support British Cycling’s aim to move towards a fleet made up entirely of EVs.

At global level, last month the company – which changed its name from Royal Dutch Shell – said that it planned to move into e-bikes and e-scooters, explaining that “our customers want our brand to move into micromobility even if we don’t have market share yet.”

But as road.cc’s sister website eBikeTips pointed out, a recent report claimed that Shell, which insists it is committed to achieving net zero by 2050, had told employees in an internal communication from 2020 to never “imply, suggest, or leave it open for possible misinterpretation that (net zero) is a Shell goal or target.”

> Oil giant Shell to make e-bikes as well as e-scooters – or at least their name will be on them

Speaking about the new partnership, British Cycling’s CEO, Brian Facer, said:   “We’re looking forward to working alongside Shell UK over the rest of this decade to widen access to the sport, support our elite riders and help our organisation and sport take important steps towards net zero – things we know our members are incredibly passionate about.  

“Within our new commercial programme, this partnership with Shell UK brings powerful support for cycling, will help us to improve and will make more people consider cycling and cyclists.”  

David Bunch, Shell UK Country Chair, added: “We’re very proud to become an Official Partner to British Cycling. The partnership reflects the shared ambitions of Shell UK and British Cycling to get to net zero in the UK as well as encouraging low and zero-carbon forms of transport such as cycling and electric vehicles. 

“Working together we can deliver real change for people right across the country, from different walks of life, and also apply Shell’s world-leading lubricant technology to support the Great Britain Cycling Team in their quest for gold at the 2024 Paris Olympic and Paralympic Games.”  

Like many other major energy companies, Shell has been diversifying its portfolio to include renewables, as well as working on improving the UK’s energy security, and it also says it is committed to helping the country achieve net zero.

But like most of its rivals, Shell plc has posted record profits since Russia invaded Ukraine in February – the figure of $11.5bn (£9.4bn) it announced for the second quarter of 2022 being more than double the $5.5bn (£4.5bn) it made in the comparable period last year.

What it terms “Renewables and energy solutions” made up just 6.3 per cent of its earnings for the quarter, with oil and gas accounting for the vast majority of its profits, resulting in the company, like its rivals, being accused of looking to cash in on the cost-of-living crisis as consumers face huge increases in their fuel bills.

Speaking in London last week at the Energy Intelligence Forum, the group’s chief executive, said that vulnerable consumers in Europe needed to be protected from rising prices, but added that in his view the answer lay in taxing energy companies’ profits rather than capping prices.

Referring to the current volatility in oil and gas prices, he said: “You cannot have a market  that behaves in such a way ... that is going to damage a significant part of society.

“One way or another there needs to be government intervention that somehow results in protecting the poorest.”

He added: “That probably may then mean that governments need to tax people in this room to pay for it.”

Following the announcement of the partnership at lunchtime today, a number of Twitter users expressed shock at the news, including the reference to net zero, such as this tweet.

Some said that it would result in them cancelling their membership of British Cycling, with others adding that it vindicated them already having done that.

One British Cycling member, a trained ride leader for the organisation’s Breeze women-only rides, said that the energy company “stand for everything we everyday cyclists don’t,” while another who has belonged to the organisation for more than a quarter of a century said that the sponsorship was “green washing for them [Shell UK], plain and simple.”

Simon joined road.cc as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.

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117 comments

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ChasP replied to OldRidgeback | 2 years ago
1 like

They're not mutually exclusive, as a coach you won't pay for BC membership, put the money towards Cycling UK membership as well.

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Legin | 2 years ago
0 likes

Money talks!

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Velophaart_95 | 2 years ago
3 likes

How hard up must they be? Quite a lot if they need to accept sponsorship from Shell......

They must have thought it through - and still decided to accept.....

I'm sure Cycling UK will see an increase in memberships.

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Awavey replied to Velophaart_95 | 2 years ago
4 likes

Well BC have just announced the AGM for next month, bound to be a more exciting event now than they anticipated, and in so doing have published the accounts as part of the document pack to go with it.

Which is a very interesting read, the headline is I guess they made roughly a half million pound loss on revenue of 28.7million, half of that revenue income comes from grants from SportEngland/UK sport.

But I'll let the journalists go to work on it and unpick the detail.

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eburtthebike replied to Velophaart_95 | 2 years ago
2 likes
Velophaart_95 wrote:

I'm sure Cycling UK will see an increase in memberships.

And if you join today, you'll get a decent light free!  https://www.cyclinguk.org/billboard/join-cycling-uk-2?fbclid=IwAR23ZPnpk...

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LeadenSkies | 2 years ago
6 likes

This has just strengthened what I was already feeling, that continuing my BC membership wasn't for me. Not being a competitive racer at the moment, the only worthwhile benefit I felt I received was the insurance cover and to be honest I can get that significantly cheaper elsewhere. Decision made - I won't be renewing when it falls due this month.

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SimoninSpalding | 2 years ago
14 likes

So I cancelled my BC direct debit after their "guidance" that I shouldn't go for a bike ride during somebody's funeral. If I hadn't I would be doing over this.

I joined BC for the insurance, but also because at the time Chris Boardman was still there and  involved in campaigning for better safety/ infrastructure for recreational cyclists.

Now they do no campaigning I am aware of and seem to be hell bent on tarnishing the reputation of cyclists with every announcment.

Cycling UK membership offers similar insurance benefits and will save me £40 a year for my family.

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Clem Fandango replied to SimoninSpalding | 2 years ago
8 likes

My renewal is coming up in a month or so.  So I've taken out a Cycling UK membership now, for pretty much the same reasons.  The Shell link up just looks awful, even if they think they're doing it for positive reasons (*cough cough money cough*)  their PR Dept seem to be hell bent on driving them into the ground.   I can only assume that they're actually owned by Rees-Mogg's Hedge Fund or something....

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thelighterthief | 2 years ago
8 likes

The idea that we'll be net zero by 2050 is itself ludicrous. By 2050 we'll need to have solved this as fossils will be in very short supply and the sea will be around our ears. We shouldn't be aspiring to achieve what will happen if we do nothing. 

Between Ineos and Shell British cycling has made itself an effective front for greenwashing and it makes them look like every other grubby little "official body" and little more than reputation launderers. 

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Awavey replied to thelighterthief | 2 years ago
1 like

What role does Ineos play in British cycling?

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Jetmans Dad replied to Awavey | 2 years ago
3 likes

Given the lower case 'c' on cycling, I am assuming it was a reference to cycling in Britain rather than the organisation called British Cycling. In which case, Britains most successful and famous UCI World Tour Team being owned and operated by Ineos would fit into that category. 

I am not aware of Ineos having direct involvement with British Cycling. 

Confused? You will be. 

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Awavey replied to Jetmans Dad | 2 years ago
1 like

Yep it's just ive been seeing alot of people cite Ineos as being involved in upper case C British Cycling and that Shell are just a continuation of BCs poor involvement in petro chemicals, and I'm thinking wow Skys/BC branding sure borrowed itself deep in peoples consciousness , that 6 years of HSBC hasnt broken.

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robike | 2 years ago
0 likes

Do British competition cyclists have to be members (or members of an affiliated club) to race?

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Gkam84 replied to robike | 2 years ago
3 likes

In simple terms, yes. I myself have to have a UCI affiliated license to work in cycling as a DS and mechanic, because I hold a UK passport and am resident in the UK, my only option currently is British Cycling and there are no others who will get UCI status while BC are there.

Some of the bigger "stars" of the sport may have resident status elsewhere and benefit from that, but they are the few. If you want to race in the UK, you pretty much are forced to have a BC license.

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OnTheRopes replied to robike | 2 years ago
1 like

Yes, and by the way will you be cycling to those races or using oil based products to get there?

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Patrick9-32 replied to OnTheRopes | 2 years ago
3 likes

Edison worked on light bulbs by oil lamp. It is reasonable and important to want to change the world you are forced to participate in. If there is no viable alternative to fossil fuels for journeys that is not the fault of the person making the journey but the infrastructure forcing that choice. 

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chrisonabike replied to Patrick9-32 | 2 years ago
2 likes

If we want change we certainly need to make alternatives much easier / more salient at the same time as we make the choice we want to discourage harder, yes.

Isn't part of the issue here that making a journey is a choice governed by a whole series of "imperatives"?  Those range from "Tyrannosaurus / Tidal wave - run!" / "My child is bleeding - get us to the hospital" via "The nearest shop is 7 miles away" to "There isn't a decent school in this town" / "I had to get away somewhere sunny this autumn" / "It's raining, I'll take the car".

The apparent problem is that the power of even individual human to affect the world now vastly outstrips our circles of concern, attention spans or indeed design life.  We've moved outside many of our species' previous regulatory feedback loops. So we can quickly make our present (or our neighbours') very difficult - and more so with our more distant future.  And we have more humans than ever before.

I think the problem is both that we have innate biases towards "more, better, quicker" and cultural patterns around "the march of progess".  Given we mostly measure "better" in material terms (we've still to standardise our hedonometers) changes from "more consumption" are "bad" (cf. Liz Truss recently).  Also it's more difficult because it's not just us - we're also biased to keep up with the Joneses.  Maybe they've got a warmer house / are still driving on rainy days?  Add in the fact that our (Western) political cycles are very short and we have an issue.

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HarrogateSpa replied to OnTheRopes | 2 years ago
2 likes

Big companies like Shell have the resources to change the structures within which individuals live their lives. They should be held to account for pretending to do so but not doing so.

Individuals should do their best, but ultimately we have to live in the world as it is now.

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Sriracha | 2 years ago
4 likes

I'm curious how it is even feasible to spend the petroleum profits to achieve "net zero". For every petrol-pound spent towards the target, you'd need to spend another green-pound just to carbon-offset the petrol-pound, plus one more to actually move forward.

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wycombewheeler replied to Sriracha | 2 years ago
4 likes
Sriracha wrote:

I'm curious how it is even feasible to spend the petroleum profits to achieve "net zero". For every petrol-pound spent towards the target, you'd need to spend another green-pound just to carbon-offset the petrol-pound, plus one more to actually move forward.

If the petroleum profits were being spent on building renewable generation, that would be ideal. But even now, more profits are being didn't on expiration/ exploration of more oil. So there is no evidence of that.

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Awavey | 2 years ago
3 likes

You can be sure of Shell...sponsorship causing a backlash, surprised no ones used that ad line yet  1 . It strikes me as particularly tone deaf on the part of BC, but lets not pretend HSBC were exactly squeeky clean themselves, I assume Shell are the replacement but Ive not actually seen that stated anywhere.

Also the timing, just before the track WCs, this thing must have been planned for months and yet it all feels a bit rushed, and not a single counter attempt at the bad publicity to immediately publish, not even a selected quote from BC riders saying how wonderful it is.

and well I suppose Team Belgium are sponsored by Esso.

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eburtthebike | 2 years ago
8 likes

With decisions this good, I'm wondering if BC is being run by Thick Lizzie and Kamikaze Kwarteng.  This is right up there with removing the cap on bankers bonuses, reducing taxes on rich people, increasing interest rates and cutting social services and benefits.  Oh, and crashing the pound.

Staggeringly awful and so out of touch with what cyclists want.  I am so glad I'm a member of Cycling UK that remains independent of such grubby money.

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alexuk | 2 years ago
1 like

Give me a break. Do you want the money or not, really? would you rather Shell gave NOTHING to the cause? ...these things are always a step in the right direction, you can't expect massive change so rapidly. Kudos for finding a sponsor, I'm glad Shell will be involved. I've been impressed with their new electric charge points at garages, and that they are making an effort, more than can be said for other petro-chemical companies. 

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mike the bike replied to alexuk | 2 years ago
2 likes

Christ on a bike, what do these moaners want?  We need companies like Shell to keep the fires burning and the factories rolling and we shall need them for years as we wind down the production of nasties.  The alternative - a complete halt to fossil fuels - would lead to unimaginable hardship, millions of deaths and financial ruin for most countries.

Let's deal with the world we inherited, not the one we aspire to.

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hawkinspeter replied to mike the bike | 2 years ago
15 likes
mike the bike wrote:

Christ on a bike, what do these moaners want?  We need companies like Shell to keep the fires burning and the factories rolling and we shall need them for years as we wind down the production of nasties.  The alternative - a complete halt to fossil fuels - would lead to unimaginable hardship, millions of deaths and financial ruin for most countries.

Let's deal with the world we inherited, not the one we aspire to.

And so we continue as we were despite knowing for decades the harm we're doing to ourselves

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Rich_cb replied to hawkinspeter | 2 years ago
2 likes

The UK's net zero plan involves the gradual reduction in the use of fossil fuels over the next 30+ years.

By 2050 we'll (hopefully) be using a fraction of the fossil fuels we are now but we'll still be using some.

Taking some of the profits from those fossil fuels and using them to support cycling doesn't seem like such a bad idea.

We can't simply stop using fossil fuels. Our society would entirely collapse.

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Simon E replied to Rich_cb | 2 years ago
5 likes
Rich_cb wrote:

We can't simply stop using fossil fuels. Our society would entirely collapse.

You repeat this so often I'm beginning to think that you must have significant amounts of money investmented in oil and gas exploration.

Anybody with half a brain knows we can't just turn it all off today but you seem to be forever argueing against taking any steps to reduce our dependence on fossil fuels. Phrases like "We're hopelessly dependent" isn't going to help get anything done.

Citing 2050 as a target for so-called "net zero" (a disingenuous term itself) is not just too late, it's not simply kicking the can down the street, it's deliberately refusing to do anything and therefore inviting disasters far worse than are happening right now.

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chrisonabike replied to Simon E | 2 years ago
2 likes

If I recall previous posts I suspect rich_cb is personally abstemious / virtuous - although maybe ideologically permissive?  Or rather - optimistic that new technology will fix the problems with the previous techology.  It is true we've managed to keep switching our way out of the current problems for some millenia.  Unfortunately each time we iterate we have more people using more resources - we just switch our primary resource.

So it's always been kicking the can down the road: apart from the occasional Malthus, Cobbet or Rachel Carson we haven't been too troubled by thinking further ahead before.

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Rich_cb replied to Simon E | 2 years ago
1 like

I've never once argued against reducing our dependence on fossil fuels.

2050 is as early as it can possibly be done.

To get to net zero we need to decarbonise every car/lorry/train and plane.

We need to replace every single gas and oil central heating system.

We need to build multiple new nuclear reactors.

We need to build about 20x the renewable capacity we have now.

We need to devise and build from scratch a method of storing enough renewable energy to power the entire country for days at a time.

How long do you think that will realistically take?

I think 30 years is actually incredibly ambitious.

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HarrogateSpa replied to Rich_cb | 2 years ago
3 likes

People who used to be deniers are now delayers.

Why don't you explain to the 33 million people affected by floods in Pakistan that it's just not reasonable to act any faster?

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