Prudential RideLondon continues Olympic legacy
Prudential RideLondon is an annual two-day cycling festival aimed at encouraging British families to get on their bikes and lead a more active and healthy lifestyle. The idea for the event sprang from the urge to create a lasting legacy from the London 2012 Olympic and Paralympic Games.
Prudential’s involvement was launched in February 2012 in central London at an event attended by, among others, Mayor of London Boris Johnson, who thanked Prudential for its ‘imagination and generosity’. ‘Thousands of cycling enthusiasts will be able to ride a fantastic route through London in what is sure to be one of the world’s top cycling events and a fitting Olympic legacy,’ he said.
The three-year partnership demonstrates Prudential’s long-term commitment to promoting the value of healthier lifestyles for all ages, and will support a wide range of charities through participants’ fundraising.
Four events will cater for top professional cyclists and keen amateurs raising money for charities, alongside families who will be able to cycle on closed roads through central London. The event will be of comparable scale to the London Marathon and a gruelling 100-mile challenge ride is likely to attract more than 26,000 charity participants raising money for good causes in the UK and internationally.
Prudential RideLondon is the first major sponsorship Prudential UK has participated in since 1999. The four events, being held on 3 and 4 August 2013, are:
- Prudential RideLondon Freecycle – an eight-mile central London route on closed roads for up to 70,000 people of all ages and cycling ability.
- Prudential RideLondon Grand Prix – invitational criterium racing around the city centre for the UK’s most promising female, junior and hand cyclists.
- Prudential RideLondon-Surrey 100 – a 100-mile challenge ride for amateur and club riders, including charitable fundraising, through London and Surrey via Richmond Park.
- Prudential RideLondon Classic – an international professional men’s race following part of the Olympic road race route.
One of the stars of Team GB, double Olympic gold medallist Laura Trott, has been appointed as the Prudential RideLondon ambassador. She says: ‘Prudential RideLondon has something for everyone and I hope it encourages more people to get on their bikes and start cycling.’
Tidjane Thiam, Prudential plc Group Chief Executive, says: ‘The 2012 Games reaffirmed London’s leading position on the world stage. I am confident that this exciting annual event will become both a global showcase for London and a leading mass-participation sporting festival, promoting the values of healthy, active lifestyles for people of all ages throughout Britain.’
Thousands of cycling enthusiasts will be able to ride a fantastic route through London in what is sure to be one of the world’s top cycling events and a fitting Olympic legacy”
Mayor of London