Sky launches first step in new cycling programme

• Wednesday, 17 June 2009
• Simon Richardson
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Sky announced today their first foray in to mass participation cycling as they aim to get a million people on their bikes.

Throughout the summer there will be Skyride events in four city centres, with streets closed to traffic, and an estimated 400 local guided rides to support them.  These free events will give tens of thousands of people, of all ages and abilities, the chance to enjoy riding with their family and friends.

The Skyrides are the first events to be organised following Sky’s partnership with British Cycling, announced last summer. More details on Team Sky, the new professional cycling team which aims to take on the world in the Tour de France, are expected later in the year. 

By inspiring people, through these and other initiatives, Sky is setting itself the target of getting one million more people cycling in the next five years.

Announcing Skyride’s summer of cycling, Jeremy Darroch, Chief Executive of Sky, said; “We want to get as many people as possible to pick up their bikes again this summer; for fun, for fitness, with friends or with family. This is just the start of our five year campaign to get a million more people cycling by 2013.”

Skyride city events:
Manchester - Sunday August 2
Glasgow - Sunday August 23
Leicester - Sunday August 30
London - Sunday September 20 (formerly the London Freewheel)

The 400 local Skyride events will be lead by British Cycling ride leaders, starting in July they will be focused on the areas around the Skyride city events and will cater for all abilities.

Announcing Skyride’s summer of cycling, Jeremy Darroch, Chief Executive of Sky, said; “We want to get as many people as possible to pick up their bikes again this summer; for fun, for fitness, with friends or with family. This is just the start of our five year campaign to get a million more people cycling by 2013.” 

Ian Drake, Chief Executive of British Cycling said; “Our partnership with Sky is a once in a lifetime opportunity to transform cycling in this country. Through Sky’s nationwide campaign of organised rides this summer, our community and school programmes, and through building on last year’s activity, we have the chance to make a real difference to people's lives.”

Victoria Pendleton, one of the elite riders supporting the summer activities, concluded; “I was amazed that so many people are not using their bikes. Cycling is a great way to stay healthy and it’s good for exploring and meeting new people.  My message is simple, get on your bike and join us at one of the fantastic free events Sky has planned.”

Victoria Pendleton and Elle Macpherson saddle up for the Skyride launch

Blue Peter presenter Gethin Jones, Elle Macpherson, Victoria Pendleton and Ian Drake line up for the Sky launch

RELATED LINKS
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EXTERNAL LINKS
www.goskyride.com