'We' discussed this 4 years ago -
"I can definitely see the link between SkyRide and sporting successes with increases in recreational or sport cycling. With regard to sport, I'd guess it to be fairly well established that success breeds success, or even coverage breeds greater participation - how many folk wave a tennis racket around during June?
The sport governing bodies are trying to move away from supporting just the elite athletes, and pushing "sport for life", or recreational sport, recognising that they need mass participation to cream off the elite, and that the fun, well-being and health benefits shouldn't be restricted to the top few.
...
So, I'm back to my foot in all camps position (I promise that I'm more opinionated about most other things!) - increases in recreational cycling are great. Sporting success is great. Road Clubs are great. Touring is great. Vehicular cycling is great. Increased motorist awareness is great. Sustrans is great. Bikeability is great. Mountain biking is great. Danny, Graeme, Mark and Chris are from another planet, and great. Bike Polo is great. Yet...
Yet that's not enough, we need the step change to see everyday cycling made subjectively (and objectively) safer, and that's going to require something different than what has happened before, and funding that's not been previously announced.
Hence PoP and the Cycling Embassy are heading in the right direction, not more of the same (great as it is), but something fundamentally and qualitatively different..."
http://citycyclingedinburgh.info/bbpress/topic.php?id=7645#post-78139