The expanded Cycling Weekly Sportive series, which now includes 10 events around the UK, will be sponsored by Assos, the Swiss cycle clothing specialists, from 2014.
The deal runs for three years, and also includes official event partner status for Pinarello Bikes and Rudy Project Sunglasses & Cycle Helmets (all distributed in the UK by Yellow Ltd).
Keith Foster, publishing director of IPC Media’s cycling magazines and websites said: “We are absolutely delighted to be working with Yellow Ltd and these top quality cycling brands – which are already very familiar to the typical UK sportive rider and I am especially pleased that Yellow Ltd has chosen to sponsor our events to ensure the brands remain prominent in this key sector of the market.”
Phil Griffiths, managing director of Yellow Ltd, said: “Participation in sportive events is still growing and cyclists who regularly take part in sportive events are known to be regular proven buyers of high quality reliable brands. They are therefore a very important part of our target market. Having the opportunity to closely align these brands with arguably the UK’s best sportive series, along with the added benefit of being able to show our products to potential customers at the events, is a very compelling reason to get involved”.
With new events added in Lincolnshire, Shropshire and Cumbria, the full sportive series now consists of the following:
Wiltshire Wildcat, Sunday 16.03.14
Surrey Hills Cyclone, Sunday 30.03.14
Dartmoor Demon, Saturday 03.05.14
South Downs Spring, Sunday 18.05.14
The Arrow, Sunday 01.06.14
Slate Stinger, Sunday 08.06.14
Ripon Revolution, Sunday 29.06.14
Welsh Raider, Sunday 10.08.14
Malvern Mad Hatter, Saturday 30.08.14
Box Hill Original, Sunday 05.10.14
Last week, we announced that SiS and Continential Tyres had also joined us as sponsors of the CW Sportive Series in 2014. In addition, Prostate Cancer UK will be the official charity partner.
Any rider completing four or more events in this years’ series will receive a ‘Cycling Weekly Sportive Honours’ award from Cycling Weekly to recognise their achievement.
All events offer participants a choice of two or three routes, ranging from an epic ride for the more seasoned cyclist, to shorter courses which are perfect for newcomers and leisure cyclists alike.
Full details of all the events and routes, plus online entry, can be found online at Book My Ride.