Prudential Extends Ridelondon Sponsorship
Insurance firm Prudential has extended its sponsorship of the RideLondon cycling festival for a further three years, up until the 2018 event.
The financial services company has been the sponsor of the mass participation event since it started in 2013.
RideLondon, which has claimed the Participation Event of the Year title at the BT Sport Industry Awards for the past two years, features professional and amateur races and saw more than 95,000 riders take part in 2015.
The festival features the London-Surrey Classic race for top male pro riders, which is held on a similar course to that used at the London 2012 Olympics.
Meanwhile, the women’s RideLondon Grand Prix features the world’s best female riders and will boast WorldTour status from next year.
Over the next three years, Prudential will focus its sponsorship around maximising the funds raised for charity through the development of new and existing charitable partnerships, which will form part of its programme of investing in local communities.
Mike Wells, Prudential Group chief executive, said: “We’re delighted to be renewing our Prudential RideLondon sponsorship for a further three years.
“It’s a great opportunity for us to make this fantastic festival one of the most successful charity fundraising events in the world.”
Mayor of London Boris Johnson commented: “Whether it’s the elite athletes racing through the streets or families enjoying a leisurely ride past London’s landmarks, the celebration of cycling has become a hugely popular fixture in our sporting calendar.
“I’m sure this extended sponsorship deal will prove to be a huge boost, both for the event itself and the charities it supports.”
Hugh Brasher, Prudential RideLondon event director, added: “We are looking forward to working with Prudential over the next three years to further develop this unique event, which has already inspired so many thousands to get on their bikes and start cycling.”
The 2016 edition of the Prudential RideLondon takes place over the last weekend in July.
Image: ©Getty Images
