Cuckoo & British Bobsleigh Renew High-Speed Partnership
Cuckoo, the broadband disruptor, has signed a new sponsorship deal with British Bobsleigh. Cuckoo’s sponsorship last year supported the most successful season yet for British Bobsleigh, also known as Team Baird due to pilot, team manager, and Royal Marine commando Adam Baird.
Cuckoo is the broadband disruptor on a mission to revolutionise the sector's reputation for customer service by delivering fast, fair, feel-good broadband. Founded in 2020, Cuckoo is taking on a broken broadband market. Just as Revolut took on the banks and Octopus Energy took on the energy providers, Cuckoo is ruffling feathers to call for real change and deliver an unmatched service.
Thirty years after the Jamaican Bobsleigh film Cool Runnings premiered, Cuckoo hopes to be the new lucky egg in Team Baird’s mission to qualify for the 2026 Winter Olympics. To celebrate the sponsorship, Cuckoo CEO Paul Hellings joined GB team members Adam Baird, Jens Hullah, Luka Williams, and Austin Milward, to experience the super fast exhilaration of travelling in a bobsleigh.
Located at the University of Bath, the team trains at the UK's world leading bobsleigh push-start track, before travelling the world to train and race on real ice tracks. Known for its fast, fair, and feel-good broadband, Cuckoo is ripping up the slow, outdated broadband rulebook, delivering blazing speeds and no-nonsense customer service.
Just as the bobsleigh team pushes limits on the track reaching speeds of 90mph, Cuckoo is challenging the stagnant broadband industry, offering download speeds of 900Mbps. With this partnership, Cuckoo goes further in its mission of speed and fairness while supporting athletes who embody those same values.
The news comes shortly after Thinkbroadband registered that Cuckoo may possibly be the retailer with the largest full fibre footprint, exploding nationally to an initial 17M+ homes. Made available through the APFN wholesale platform, the brand’s full-fibre availability is now above other providers including BT, Vodafone and Sky.
Cuckoo is also the first broadband provider to be using Kraken, the customer operating platform behind the success of Octopus Energy, while the ISP has already been voted twice in a row as MoneySavingExpert’s top broadband provider for customer service.
Paul Hellings, CEO of Cuckoo, said: “Partnering with British Bobsleigh feels like a natural fit—both of us are all about leaving the competition in the cold and setting the pace for everyone else.
“Our recent nationwide roll-out is opening our full-fibre customer-obsessed offering to a record number of households showing we’re a major player - just like British Bobsleigh. We wish Adam and the team the best for the season ahead as they aim to qualify for the 2026 Winter Olympics.”
Adam Baird, pilot and team leader of GB Bobsleigh, said: “Time on ice is absolutely pivotal to chasing our Olympic dreams, and last season was the biggest boost in the right direction. As Team Baird’s Platinum Sponsor, Cuckoo is giving us the opportunity to put the tools and the training in place to do what we need to. We’re behind Cuckoo in its mission to revolutionise a slow broadband sector.”
Team Baird has recently returned from 4 months on ice competing in the European Cup circuit, which was one of the most successful development seasons of any British pilot. Last season was their most successful, seeing them develop into a fully functioning team and being able to race at all European tracks after gaining the vital experience needed.
Last season left them ranked 2nd in Great Britain in 2 man bobsleigh and saw them step into the world of 4 man. Next season they are looking at targeted World Cup races and a potential spot at the World Championships in Switzerland, provided they can obtain the sponsorship and support.
