RideLondon looks for new headline partner

23 Jan 2020

By: Sport Industry Group

London Marathon Events has announced that it is searching for a new headline partner for RideLondon, effective from the 2021 edition.

Previous partner Prudential first sponsored the Mayor of London’s flagship cycling event at the inaugural edition in 2013, and will end the partnership when its contract ends after the 2020 event.

In August 2019, London Marathon Events was appointed to deliver the RideLondon race from 2021 until 2030, following a competitive tender process, managed by Transport for London on behalf of the Mayor, to ensure the event can continue to be delivered at no cost to London or the tax payer.

Hugh Brasher, Event Director for London Marathon Events, said: “As the founding headline sponsor of the Mayor of London’s event, Prudential has played a hugely important part in building RideLondon into the world’s greatest festival of cycling.

“In 2019, RideLondon featured more than 100,000 riders participating in seven different events on closed roads in London and Surrey, including UCI WorldTour men’s and women’s races with more than five hours of live coverage on BBC TV. Over the years, the festival has inspired more than 100,000 new or lapsed riders to take up cycling.

“In addition, it’s now the world’s biggest one-day cycling fundraising event, raising more than £77 million for charity in its first seven years.

“It has been a wonderful seven years and we would like to thank everyone at Prudential for their huge support of RideLondon. There is now a unique opportunity for a new partner to help us in the evolution of this extraordinary event, which can play a key role in shaping the health and well-being of future generations.’

Jonathan Oliver, Prudential plc’s Group Communications Director, commented: “Prudential has been the proud title partner of RideLondon since its inception in 2013. During that time, the event has evolved to become the world’s greatest festival of cycling and raised huge sums of money for good causes. As a company, we’ve taken great pride in supporting the growth of the event. We hope 2020 will be the best year yet and that the event continues to grow bigger and better in future years.”

The eighth edition of Prudential RideLondon - and the final bearing the insurance company’s name - will take place on 15th and 16th August 2020.

Meanwhile, London Marathon Events is also on the hunt for a new headline sponsor for the London Marathon: the 2020 event will be the last with current partner Virgin Money.