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Limelight Sports breathes new life into Etape Caledonia


Etape Caledonia is one of the UK’s original closed-roads sportives. The amateur cycling event has attracted more than 35,000 people since it debuted in 2007. With over 5,000 places on offer each year, the event attracts riders from all over the UK to take on the challenge of riding in Scotland’s Highland Perthshire region on Sunday, May 19.

This year marks a new beginning for the event, as leading participation sport agency, Limelight Sports has secured the event management rights from global sports management firm IMG.

With over 25 years’ industry experience, Limelight Sports has worked with major, world-leading brands such as Nike and J.P.Morgan. The company uses its extensive knowledge of the positive impact of sport and activity to engage its audiences through active experiences and campaigns. It has created and delivered some of the highest profile live events including the Sainsbury’s Sport Relief Mile, Sky Ride and J.P.Morgan Corporate Challenge London and Sydney.

The agency adds that it will use its experience to breathe new life into the event, by reconnecting with the local community and offering more choice and experiences for its participants.

This year cyclists can, for the first time, choose from 40-mile and 85-mile route options. Both courses consist of rolling hills and forest-lined roads around Loch Rannoch and Loch Tummel, with the harder 85-mile option incorporating the demanding, twisting climb of Mt Schiehallion (1,083m).

Participants can make the most of their event weekend and soak up the festival atmosphere in Etape Caledonia’s new and improved Event Village. The Event Village will be a hub of activity all weekend and is open to all riders, their supporters and spectators and is where attendees can enjoy locally sourced food, drink and live music.

Limelight will continue its longstanding relationship with Marie Curie as its official charity partner. The successful partnership, which is now in its 11th year, has seen Marie Curie receive £1.6 million from the event. The new organising team hope that 2019’s Etape Caledonia will raise a further £80,000 for the charity.

By cycling for Team Marie Curie, participants will be enabling Marie Curie Nurses to continue to provide essential care to people living with a terminal illness, and vital emotional support to their loved ones.

For participants looking to give their legs a short, fast workout before the big event, the Aberfeldy TT on Saturday, May 18 is a 20km time trail that complements the mass participation sportive. The event is also positioned as an opportunity for friends and families of Etape riders to have their own weekend challenge.

Etape Caledonia’s 40-mile route is now sold out. For a place on the 85-mile circuit, slots are priced at £79.99.



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