Cycling and recycling are two words that sound like they should be linked. Well, thanks to Preston-based Recycling.co.uk's sponsorship of the MG X-power Litespeed team, they now are.
The company sees the sport as having a big future. With good results at the Olympics, it is seen as a cost-effective way of reaching people.
Managing director Charles Jackson said: "The industry is moving away from the scrapyard, and by sponsoring a team of cyclists, it captures a more sexy side. Since the WEEE and ELV directives, there has certainly been an upping of standards."
Also with ministers giving medal targets for the Beijing Olympics and London 2012, it gives the company an ideal medium in which to launch itself into the public's mindset.
The company helps fund the team, which includes three world champions and three Olympic silver medallists, allowing them to compete from France to the USA and South Africa.
Jackson continued: "Our autobreakers.co.uk section is launching into Europe. Cycling on mainland Europe is absolutely huge and is televised everywhere. Sponsoring a team performing on that stage would give a very good platform."
In the recent six-stage Tour of Great Britain, the Litespeed team performed admirably, getting on the podium three times and being the top-performing British team in three of the stages.
Robin Sharman finished second in the Carlisle-Blackpool stage, with Evan Oliphant achieving the same position between Buxton and Nottingham. In the final points classification, Paul Manning led the way, finishing eighth.
The company's activities reach much further than just commercial sponsorship. They also back the Ribble Valley Junior Cycling Club, giving road safety training and cycling coaching. The efforts helped them become BBC North West club of the year.
A motor racing deal would also be an ideal proposition for a company that deals with a large amount of end-of-life vehicles.
Jackson continued: "A deal with a Formula One team was on the cards, but fell through. With vehicle manufacturers corporate and social responsibility, it would be an ideal link-up between recycling and elite sport."
For now, cycling is the main priority, with Jackson seeing many similarities between the sport and recycling, both being backed by government initiatives to have a big future.
"The development of a young British team is a priority. The company can expand within the recycling industry as our sponsored cyclists aim towards London 2012."