Sheffield Hallam University has waived fees to help fund a student research post linked to the Tour de France.
It is part of a £200,000 project involving four Yorkshire universities which aims to make the economic, health and environment benefits from the Tour de France last for years to come.
Business owners are now being urged to back the commitment of up to £45,000.
Professor Steve Haake, director of Sheffield Hallam University’s centre for sport engineering research, said: “We’re well placed to work with businesses on a range of Tour de France-related ideas, such as using low-cost technologies to enhance bike-fitting.”
The investment is being coordinated by Yorkshire Universities which is part of Cycle Yorkshire.
Universities are inviting ideas from businesses for research subjects.
Ian Rowe, from Yorkshire Universities, said: “By supporting a student financially, businesses will be benefit from world class research.”