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RideLondon seeks out new main sponsor

The peloton begin the sprint for the finish during the Prudential RideLondon Surrey Classic (by Charlie Crowhurst/Getty Images)

RideLondon has launched a search for a new headline sponsor after UK life insurance and financial services company Prudential, which has backed the mass participation cycling event since its formation in 2013, said it would not extend its deal.

London Marathon Events, which in August was appointed to deliver RideLondon from 2021 to 2030, will seek out a new sponsor with Prudential’s current deal expiring after this year’s event.

The eighth edition of Prudential RideLondon, regarded as the world’s greatest festival of cycling, takes place on August 15-16.

Hugh Brasher, event director for London Marathon Events, said: “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 £77m (€91.2m/$101m) for charity in its first seven years.

“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.”