RideLondon forges partnership with expanding Velon

The world’s richest one-day men’s cycling race, the RideLondon-Surrey Classic, has claimed a groundbreaking three-year partnership with Velon, the joint business venture of 11 WorldTour squads, which is planning to expand its team as it seeks further development.

The partnership between RideLondon and Velon comes ahead of the event’s elevation to elite WorldTour status in 2017, which was confirmed by the International Cycling Union (UCI) in August. The agreement guarantees the participation of some of the biggest teams in pro cycling and their best riders for the RideLondon-Surrey Classic. It will run from 2017 to 2019, the same length as the WorldTour registration handed out by the UCI.

Starting in 2017, the new deal sees the Velon teams committing to support and race the RideLondon-Surrey Classic for three years. Velon will also provide the event with both live and delayed on-bike video footage, as well as live rider telemetry technology. The organisers will also extend invitations to welcome all of the 2017 WorldTour teams in addition to those from Velon to the race.

The deal builds on a partnership for this year’s race on July 31, which saw Velon enable live rider data telemetry for television coverage by UK public-service broadcaster the BBC. Hugh Brasher, event director for RideLondon, said: “This exciting new partnership with Velon takes the Prudential RideLondon-Surrey Classic to a new level as it joins the WorldTour.

“After just four years, Prudential RideLondon is firmly established as the world’s greatest festival of cycling with more than 100,000 riders participating in events for all ages and abilities, with WorldTour status, equal record prize money and live television coverage for both the men’s and women’s pro races.”

Meanwhile, Velon is seeking to hire a head of business operations to add to its current five-person team. The new hire will report to chief executive Graham Bartlett with responsibility across all aspects of the company’s business, including the commercial operations of the company, the board, company finance and legal matters.

Velon has only been in operation for two years, but has targeted 2017 as a pivotal year in its development.