Smith Cooper, the Midlands’ leading accountancy and business advice practice, will extend its partnership with Vitus Pro Cycling Team, powered by Brother UK into a fourth year.

The partnership is anchored in the shared ethos of two distinct entities driven by the same principles. A daily commitment to best practice drives Smith Cooper and Vitus Pro Cycling Team, powered by Brother UK.

Team manager and owner Cherie Pridham, formerly a world-class competitor in an era of epic races for the women’s sport, has built her team on the core values of Responsibility, Activity, Innovation, Opportunity and Teamwork (RATIO). The same principles are clearly demonstrated in Smith Cooper’s seven offices across the Midlands, including Derby, Birmingham and Nottingham.

David Nelson, Senior Partner at Smith Cooper, said: “We’re very proud to be associated with such a talented, tenacious and determined team of professionals, and delighted to support Vitus Pro Cycling Team, powered by Brother UK as it goes from strength-to-strength in its bid to become Britain’s most successful UCI Continental team.”

Vitus Pro Cycling Team, powered by Brother UK, works closely with partners beyond the close-knit world of professional cycling to gain insight and advantage from leading practitioners in different fields. The extended partnership with Smith Cooper offers consistency and reassurance as Pridham’s significantly strengthened squad embarks on an exciting new phase.

Pridham, formerly a Grand Tour rider and believed to be the only female team owner and manager in professional cycling, said she was delighted to welcome Smith Cooper as a corporate partner for another season.

“Managing a professional cycling team means overcoming commercial demands as significant as any scenario we might face in the heat of competition. Smith Cooper is a firm that constantly seeks ways to help clients improve processes and reduce costs – a focus we welcome and value.

“All of our sponsors represent an important cog in the wider machinery of Vitus Pro Cycling Team, powered by Brother UK, and we are proud to have their support and guidance, enabling us to be the best we can be.”