May 2 - British Short Track has confirmed Reeves as its new commercial sponsor as the speed skating team begins its Winter Olympic campaign ahead of Sochi 2014.
The British accountancy firm provides a timely boost for the squad, which is back training on the ice, in the build up to the Games in Russia next February.
"We are delighted to have a new sponsor in an Olympic year," GB Short Track performance director Stuart Horsepool said.
"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 nation will have high hopes of medalling at Sochi 2014 after Elise Christie finished the last season ranked world number one in the 1,000 metres and became the first British woman to win a medal the World Championships.
Charlotte Gilmartin also took a European bronze medal during the season, while junior Kathryn Thompson secured a silver at the European Youth Winter Olympic Festival.
"It's great that Reeves want to support the team," Christie said.
"Knowing that people believe in us enough to put money into the sport is a big confidence boost in itself."
The sponsorship news comes as GB Short Track announced international children's charity Right To Play as its official charity for the Olympic year.
"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," Horsepool added.
"We had a great season and we are looking forward to the Olympic year."
Two-time Olympian Jon Eley, who will be looking to qualify for Sochi 2014 to make a hat-trick, also welcomed the news.
"Knowing that big names like Reeves think we can achieve things and believe in us in an Olympic year enough to get involved is great," he said.
"It's also a big honour for us to be involved with Right To Play.
"They are a brilliant charity and the work they do around the world is great, so being a part of it is very special."
Working with GB Short Track was a natural move for Right To Play, its founder and chief executive, Johann Olav Koss - himself an Olympic champion speed skater, explained.
"Right To Play is delighted to announce this new partnership with the GB Short Track team and some of GB's top Sochi medal hopefuls," said the Albertville 1992 and Lillehammer 1994 gold medallist.
"As the team competes on the world stage, they will be role models to the million children around the world we educate and empower each week through sport and play, and will have a life changing impact on them as they support us raising money for the programmes."
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November 2012: Christie remains short track world number one after Montreal World Cup silver
October 2012: Calgary performance puts Britain's Christie top of short track speed skate world rankings
October 2012: British speed skaters in Canada for first stage of ISU World Cup
October 2012: Christie rules again as British short track speed skaters get season off to winning start