Privacy & Cookies Notice

Sky Ride is a national campaign from Sky and British Cycling created to inspire and help everyone whatever their age or ability to get on their bikes and have fun. Your information will be used in accordance with this privacy notice.

Privacy notice

This privacy notice applies to the use of personal information by Sky UK Limited and its group companies.

Any member of the Sky UK group may use and share, within that group, the information you provide and other information it holds about you for the purposes set out below. Please see our privacy notice.

Cookies notice

When you create or sign into an online account you agree to our privacy and cookies notice. Otherwise, by continuing to use our websites or mobile services you agree to the use of cookies as described in this notice. Please see our cookies notice.

Privacy notice

What information does Sky collect about me?

  • Information you’ve provided to us to register for the Sky Ride website and Sky Ride events.
  • Your IP address (this is a number that identifies a specific network device on the internet and is required for your device to communicate with websites).
  • Information provided by other companies who've obtained your permission to share information about you.
  • Information we collect using cookies stored on your device. For more information on cookies and how to manage them, please see our cookies notice.

How we may we use your information

In addition to using your information to facilitate Sky Ride events we may also use your information for the following purposes:

  • To monitor and improve our websites services.
  • For market research.
  • To enable us to comply with any legal requirements, in the detection and prevention of fraud and other crimes.

and unless you've asked us not to:

  • To send you updates and information about Sky Ride.
  • To send you direct marketing about Sky’s and British Cycling’s products and services.

You can change your preferences at any time by signing in and visiting the ‘My Profile’ section of your dashboard.

Facebook sign-in

When logging in via Facebook, Facebook passes your name, email address, location, picture and gender to Sky. This information is used in accordance with this Privacy Notice. When logged in via Facebook your activity on the Sky Ride site may be automatically posted on your Timeline, whether it is will depend on your Facebook privacy settings. Please note that Facebook will use and retain this information for its own purposes so before logging in you should familiarise yourself with their privacy policy and settings.

British Cycling

When you register for Sky Ride your information will be used by British Cycling for research and analysis purposes and if you agree to contact you about other services that may be of interest to you.

If you purchase British Cycling membership through this site your information will be used in accordance with British Cycling’s Privacy Policy


You should be aware that when you use our websites, mobile sites, or mobile apps, information may be collected through the use of cookies.

If you'd like to learn how to manage your cookies and opt in and out of different types, please see our cookies and privacy FAQs.

What are cookies and how do they work?

Cookies are small bits of text that are downloaded to your computer or mobile device when you visit a website. Your browser sends these cookies back to the website on each subsequent visit so the website can recognise you and can then tailor what you see on the screen.

What do we use cookies for?

Cookies are a key part of the internet. They make your interactions with websites much smoother and power lots of the useful features of websites. There are many different uses for cookies, but they fall into four main groups:

Cookies that are required to provide the service you have requested

Some cookies are essential in order to enable you to move around the web site and use its features. Without these cookies, services you've asked for can't be provided. These cookies don't gather information about you that could be used for marketing or remembering where you've been on the internet.

Here are some examples of the essential cookies

  • Keeping you logged in during your visit, without cookies you might have to sign in on each and every page you go to.
  • When you add something to the online shopping basket, cookies make sure it's still there when you get to the checkout.
  • Some session cookies which make it possible to navigate through the website smoothly and these are automatically deleted after you close your web browser.

Improving your browsing experience

These cookies allow the website to remember choices you make, such as your language or region and provide enhanced features.

Here are a few examples of just some of the ways that cookies are used to improve your experience on our websites.

  • Remembering your preferences and settings, including marketing preferences.
  • Remembering if you've completed a survey, so you're not asked to do it again.
  • Remembering if you've been to the site before as a first time user might see different content to a regular user.
  • Restricting the number of times you're shown a particular advertisement. This is sometimes called 'frequency capping'.
  • Showing you information that's relevant to products of ours that you have.
  • Enabling social media components, like Facebook or Twitter.
  • Showing "related article" links that are relevant to the page you're looking at.
  • Remembering a location you've entered such as weather forecasts.


We like to keep track of what pages and links are popular and which ones don't get used so much to help us keep our sites relevant and up to date. It's also very useful to be able to identify trends of how people navigate through our sites and if they get error messages from web pages.

This group of cookies, often called "analytics cookies" are used to gather this information. These cookies don't collect information that identifies a visitor. The information collected is anonymous and is grouped with the information from everyone else’s cookies. We can then see the overall patterns of usage rather than any one person’s activity. Analytics cookies only record activity on the site you are on and they are only used to improve how a web site works.

Some of our websites and some of the emails you might get from us also contain small invisible images known as "web beacons" or "tracking pixels". These are used to count the number of times the page or email has been viewed and allows us to measure the effectiveness of its marketing and emails. These web beacons are anonymous and don't contain or collect any information that identifies you.

We also uses "affiliate" cookies. Some of our web pages will contain promotional links to other companies’ sites. If you follow one of these links and then register with or buy something from that other site, a cookie is sometimes used to tell that other site that you came from one of our sites. That other site may then pay us a small amount for the successful referral. This works using a cookie.

Learn how to manage your analytics cookies.

Showing advertising that is relevant to your interests

We sell space on some of our sites to advertisers. The resulting adverts often contain cookies. The advertiser uses the browsing information collected from these cookies for two purposes:

  1. to restrict the number of times you see the same ad (frequency capping), and
  2. to help show other ads that are relevant to you while you're on our websites. This is often called online behavioural advertising (OBA). OBA is a way of using information about your web browsing activity, collected through the use of cookies, to group you with other users into interest groups and show you advertisements based on those interests. The OBA data collected from cookies you get when you're on our sites is only used to show relevant ads on our sites, not on other websites.

Sometimes our websites contain ads for our own Sky products. These ads use cookies in the same way as described above.

So how does OBA work? Let's look at an example. Imagine you visit a website about travel. That website shows an advert and with that advert you receive a cookie. Imagine you then visit one of our websites which has an advert from the same advertiser you saw on the travel site. The advertiser will give you a new version of the cookie you received on the travel site. The advertiser can then use that cookie to recognise that you've previously been to a travel site and show you a relevant ad.

Although the OBA data collected uses your browsing activity to understand your interests, the data is anonymous and isn’t linked to you as a person. Even if you sign in to our websites, the OBA data is still not linked to you or your our profile/subscription.

Neither we, nor the companies who show ads on our sites sell data collected from cookies to any third parties.

It’s easy to opt out of behavioural advertising and manage your cookies if you want to.

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