The Fred Whitton Challenge sportive has signed a partnership with Saddleback, which will provide neutral service to support the event's 1250 competitors.
Saddleback, which distributes SRAM and Felt bicycles within the UK, will become the official sponsor the sportive in a move that reflects the growing professionalism of the UK sportive scene.
Should you puncture or need any mechanical assistance - fear not - the neutral service cars will be on hand.
"It is of the utmost importance to us that the riders in the challenge receive the highest quality of support and Saddleback's input can only help to further this aim, by providing top quality support for the riders who take part in the event," explained Paul Loftus, organiser of the event.
The Fred Whitton is one of the most testing sportive charity rides on the domestic calendar; its 112-mile route encompasses a daunting 3,800 metres of climbing.
All proceeds from the event are donated to charity; the main charities for 2010 being MacMillan Cancer Care and the Dave Rayner Fund.
If you are considering entering this year's event, you should move quickly. Entry is open until January 8 and a random draw will be made to select the successful competitors.
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