ford Picks Up Ridelondon Title Sponsorship

London Marathon Events, the organisers of RideLondon, has announced a new title sponsorship agreement with American automobile manufacturer Ford.

Ford has become the title partner of RideLondon, a global festival of cycling, for the next three years, building on its previous role as presenting partner of RideLondon in 2022.

Ford views the new partnership as part of its sustainability push, with the brand targeting carbon neutrality in Europe by 2035. To ‘help promote active travel, ease congestion and improve air quality in cities’ Ford is looking to strengthen its association with the world of cycling.

Hugh Brasher, Event Director of London Marathon Events, said, “This is a landmark day in the history of RideLondon as Ford becomes the title partner of the world’s greatest festival of cycling. We worked closely with Ford last year to amplify their work in promoting active travel and Ford’s innovative Park the Car initiative, which encourages car users to cycle or walk rather than drive short journeys.

“We look forward to building on our very successful partnership to build active travel into everyday life.”

Tim Slatter, Chair, Ford of Britain, added, “Driving responsibly used to be a straightforward message about sensible road use, but in today’s world it means far more. Taking care of the environment is a shared responsibility and swapping just one car journey a day for active travel can reduce a person’s daily carbon footprint by up to 84%.”

Lisa Brankin, Managing Director, Ford of Britain and Ireland, commented, “Partnering with RideLondon, the world’s greatest festival of cycling, is a clear way for us to connect with a wider audience and share the countless benefits of cycling and walking. It’s also a fantastic opportunity for us further support both our Park The Car initiative, promoting smart choices around which mode of transport to use, especially for short distances, and also raise awareness of Ford zero-emission vehicles.”