The RideLondon events were in jeopardy after making a huge loss last year due to the absence of a main sponsor
(Picture: PA)London’s flagship annual cycling event has been saved from the axe after securing sponsorship from car manufacturer Ford.
The RideLondon events – which include a hugely popular 100-mile ride on closed roads in London and Essex – were in jeopardy after making a huge loss last year due to the absence of a main sponsor.
This year’s events will take place over the weekend of May 27-28 and again include 30, 60 and 100-mile rides into Essex and a free family cycle ride in central London.
The £99 entry fee for the 100-mile ride, which has about 20,000 places but is over-subscribed, cross-subsidises the free event but requires sponsorship to break even.
The choice of a car manufacturer as the event sponsor – under an undisclosed three-year deal - may dismay some cyclists but the funding is regarded as invaluable by City Hall and Ford will use the event to promote its electric vehicles.
Ford has launched a “park the car” initiative to encourage motorists to walk or cycle short journeys. By 2026, all of its cars will be zero-emissions capable, all-electric or plug-in hybrid.
Will Norman, London’s walking and cycling commissioner, said: “We need to reduce the number of car journeys taking place by supporting people to switch to active travel options like walking and cycling, and the car journeys that do happen need to be cleaner.
“RideLondon is a brilliant event which will inspire people to take advantage of an environmentally friendly, cost-effective and fun way of getting around. With Ford’s support we can now continue to deliver this world-class event and encourage even more people to cycle around our city.”
Lisa Brankin, managing director of Ford of Britain and Ireland, said: “Partnering with RideLondon is a clear way for us to connect with a wider audience and share the countless benefits of cycling and walking.
“It’s also a fantastic opportunity for us further support both our park the car initiative, promoting smart choices around which mode of transport to use, especially for short distances, and also raise awareness of Ford zero-emission vehicles.”
But the choice of Ford as event sponsor - which comes after British Cycling was criticised for striking a deal with oil firm Shell UK - was criticised by some people on social media.
Well this is hugely disappointing. @luton_paul I know I said I'd be a marshal for our feeder ride for Freecycle, but I'm really not sure I can support this event, now it is sponsored by a car manufacturer.
— Charlotte Baker (@charlie_baker23) January 12, 2023
Ford. The car manufacturer sponsoring a bike ride? A bit like @Shell_UKLtd sponsoring @BritishCycling Toxic Greenwash! pic.twitter.com/cQeJUVAnTN
— Olivia M Ⓥ (@OliviaMLondon) January 12, 2023
The event includes the women’s Ford RideLondon Classique UCI World Tour three-day stage race, which starts on May 26.
RideLondon was first held in 2013 and is a legacy event from the 2012 Olympics. The route went from the Olympic park to Surrey and back to central London, but last year switched to Essex.
Hugh Brasher, event director of London Marathon Events, which runs RideLondon, said: “This is a landmark day in the history of RideLondon as Ford becomes the title partner of the world’s greatest festival of cycling. We look forward to building on our very successful partnership to build active travel into everyday life.”
