Maserati and The Telegraph have joined the London Cycle Sportive as headline partners in 2016. The event, organized by Human Race, returns on Sunday 26 June, offering three routes, and will be officially titled The Telegraph London Cycle Sportive powered by Maserati.
Highlights of the 48K, 104K and 166K courses include the iconic Box Hill climb and an ‘unforgettable finishing lap around the 1948 Olympic Velodrome at Herne Hill.’
The London-based sportive represents the second collaboration between Human Race and the luxury Italian car brand, as part of its Maserati Cycling initiative, having first partnered last year for the inaugural Maserati Tour de Yorkshire Ride.
In line with its ambition to ‘embrace the passion and enhance the experience of the British cycling community’, Maserati will be working with Human Race and the Telegraph to ‘raise the bar on what is already a successful and well established date on the sportive calendar.’
Peter Denton, Region Manager for Maserati North Europe said “Having worked closely in 2015 with Human Race on the Maserati Tour de Yorkshire Ride and with The Telegraph on the Rouleur Classic, we are delighted to have identified the London Cycle Sportive as an exciting event through which to extend our collaboration and bring the benefits of Maserati Cycling to more British cyclists.”
The Telegraph is one of the biggest names in UK media, with a daily print circulation of around 500,000, and over 100 million unique users online each month. It has a long established affiliation with cycling that will continue with the London Cycle Sportive. The Telegraph is also organiser of the London Bike Show, and Triathlon Show: London, which take place at Excel from 11-14 February.
The London Bike Show is timed to offer participants advice on training and to research new purchases – with a host of top cycling brands confirmed. Discounted tickets to the show will be available to London Cycle Sportive participants when registering up, until Friday 5 February 2016.
Steve Clark, Group Show Director at Telegraph Events said “The Telegraph already has an existing relationship with Maserati through the Rouleur Classic cycling exhibition and we are excited about extending this partnership further by supporting a sportive in central London.”
The London Cycle Sportive has regularly sold out since its launch in 2013, with its proximity to London making it easily accessible by bike, and with the Velodrome at Herne Hill also being only 20 minutes from London Victoria. The beauty of the Surrey Hills is part of the appeal to cyclists, along with the carefully crafted and executed routes. Many of the hills throughout the route provide views of the surrounding countryside and peaceful encompassing meadows.
Access Sport and the Herne Hill Velodrome Trust will once again be title charity partners of the event. All riders will be offered the option of raising money for one of these causes when registering their details.
Hundreds have already entered into The Telegraph London Cycle Sportive powered by Maserati with entries expected to once again sell out. Places are available on a first come, first served basis through humanrace.co.uk/cycling. The Sportive is part of the 2016 Human Race Sportive Series which also includes esteemed events such as the Dragon Ride and L’Etape London by Tour de France.