Prudential has signed up to continue its title sponsorship of the RideLondon cycling festival for another three years.
The financial services company has been the sponsor of the event since it started in 2013, and will continue until at least 2018 under the new deal.
RideLondon includes a closed-roads 100-mile sportive, road races and a family-oriented ride in London.
Originally conceived as a 2012 Olympic Games legacy event, RideLondon has quickly grown into one of the UK’s largest cycling festivals. Over 95,000 people took part in the 2015 rides and it has become a major charity fundraising event, something that Prudential is keen to expand.
“We’re delighted to be renewing our Prudential RideLondon sponsorship for a further three years,” said Mike Wells, Prudential Group chief executive. “It’s a great opportunity for us to make this fantastic festival one of the most successful charity fundraising events in the world.
“At Prudential we have a long history of supporting the communities in which we work and by extending this sponsorship we can help raise even greater sums of money for good causes across the UK and further afield, making a real difference to people’s lives.”
Mayor of London Boris Johnson added: “Prudential RideLondon has, without doubt, become the greatest mass-participation cycling event in the world. Whether it’s the elite athletes racing through the streets or families enjoying a leisurely ride past London’s landmarks, the celebration of cycling has become a hugely popular fixture in our sporting calendar.
“I’m sure this extended sponsorship deal will prove to be a huge boost, both for the event itself and the charities it supports.”
The 2016 edition of the Prudential RideLondon takes place over July 30-31.
Watch: What to pack for every sportive
The women’s RideLondon Grand Prix race has been uprated to WorldTour status for 2016 so will attract a top-class field of riders.
The men’s RideLondon-Surrey Classic race takes in much of the London 2012 road race route, and was won in 2015 by Jean Pierre Drucker (BMC).
A field of 25,000 riders tackled the 2015 RideLondon-Surrey 100 sportive.