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.
Thank you for reading 5 articles this month* Join now for unlimited access
Enjoy your first month for just £1 / $1 / €1
*Read 5 free articles per month without a subscription
Join now for unlimited access
Try first month for just £1 / $1 / €1
Founded in 1891, Cycling Weekly and its team of expert journalists brings cyclists in-depth reviews, extensive coverage of both professional and domestic racing, as well as fitness advice and 'brew a cuppa and put your feet up' features. Cycling Weekly serves its audience across a range of platforms, from good old-fashioned print to online journalism, and video.
How to lock a bike securely: eight tips for worry-free urban cycling
If you’re using your bike to commute to work or to nip to the shops, you’ll want to make sure it’s still there when you return
By Paul Norman • Published
Seven things to look for in a bike for commuting
A few choice components can really make the difference when cycling to work—we rounded up a few of the most useful features to look for in a bike for commuting
By Stefan Abram • Published