Great Britain's elite speed skating squad has announced that accountancy firm Reeves will be sponsoring the team ahead of the 2014 Winter Olympics in Sochi.

GB Short Track, which governs the squad, announced that the company will be supporting athletes in the build-up to the Games, while children's charity Right to Play will be its official charity partner.

Performance director Stuart Horsepool said: "We are delighted to have a new sponsor in an Olympic year. The sport relies almost completely on UK Sport Lottery funding, so the addition of commercial sponsorship from a company like Reeves is invaluable to us when it comes to the detailed planning of Olympic preparations.

"The interest in the team from major corporations such as Reeves, and reputable charities like Right To Play, is a credit to our athletes and their performances last season. We had a great season and we are looking forward to the Olympic year."

Britain has not won an Olympic medal in speed skating since 1994.