Cycling and leisure brand Halfords has extended its partnership with Boardman bikes for a further decade.

Having signed a deal with Boardman bikes in 2007, Halfords say sales of premium bikes have increased year-on-year due to the increased enthusiasm for cycling in the UK.

Matt Davies, CEO of Halfords said: “It‘s great news that we are extending our exclusive partnership with Boardman. The Boardman Performance Series has been a stunning success since we started stocking them in 2007.”

The cycling retailer is the largest cycle retailer in the UK and currently sells around 1m bikes a year.

Chris Boardman said he was delighted to be extending the partnership.

“It means the Boardman Performance Series will continue to be available nationwide and supported by Halfords network of stores,” he said.

The announcement of the extension in the partnership coincides with the launch of the 2014 Boardman Performance Series.