One of the most attractive things about Steve's ride is that it has, to a great extent, been crowd-funded. OK, sponsor companies have provided kit, and I'm not intending to belittle that, but Steve needs food and warmth, also the bills to be paid on his flat while he's out on the road. I think it's wonderful how people who have met Steve, even only briefly, and, indeed, quite a few who have just met him on-line, are prepared to chip in for this absolutely crazy idea.
I think it would be a big mistake even to consider approaching Sky.