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RideLondon on hunt for new sponsor as Prudential steps down

The latest British pro race to be left looking for new financial backers

Joe Robinson
24 Jan 2020

British cycling has been handed another blow after RideLondon confirmed it is on the hunt for a new headline sponsor for 2021.

Organisers London Marathon Events today confirmed that it is looking for a new backer as its eight-year partnership with insurance company Prudential comes to an end.

Prudential had been on board since the inaugural event in 2013 but will now depart for opportunities elsewhere.

This sees the RideLondon-Surrey Classic and women's RideLondon Classique join the Tour of Britain and Women's Tour as the latest UK-based pro races hunting for sponsorship. 

Talking on the decision, event director of London Marathon Events Hugh Brasher said, 'Prudential has played a hugely important part in building RideLondon into the world’s greatest festival of cycling.

'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.'

Brasher went on to underline the £77 million raised by those riding the closed-road sportive in the seven-year period and how 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.’

The departure of Prudential as sponsor is a blow for an event that has already seen the women's Classique event downgraded from being a WorldTour race for 2020.

It is also another blow for cycling in the UK as it joins the Tour of Britain and Women's Tour as the latest races to be on the hunt for funding.

In November last year, it was announced that Ovo Energy would be stepping down as headline sponsor for both races the Tour of Britain and Women's Tour, with no replacement having been announced to date.

This also comes in light of the decision by British Cycling to end its television coverage of the Tour Series for 2020.

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