RideLondon lead sponsor Prudential has confirmed the extension of its sponsorship deal for a further three years, up to and including the 2018 event.
First held in 2013, the hugely popular cycling festival has become one of the largest fundraising events in the UK, with more than £20 million raised for good causes in its first three years. The 2015 festival saw a record number of more than 95,000 riders of all ages and abilities participating in five events on traffic-free roads in London and Surrey.
The UCI, cycling’s world governing body, has granted WorldTour status to the women’s road race event for 2016 and the organisers are planning other significant developments to increase the size, diversity and accessibility of the festival.
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.
“At Prudential we have a long history of supporting the communities in which we work and by extending this sponsorship we can help raise even greater sums of money for good causes across the UK and further afield, making a real difference to people’s lives.”
Hugh Brasher, Prudential RideLondon Event Director, said: “We are looking forward to working with Prudential over the next three years to develop further this unique event which has already inspired so many thousands to get on their bikes and start cycling.”
The fourth Prudential RideLondon will take place over the weekend of 30-31 July 2016.