According to Future: The partnership will see extensive editorial support across Future’s cycling portfolio, specifically Cycling Plus, Procycling, BikeRadar.com and CyclingNews.com, culminating in a reach in excess of 11 million. This premium content will also provide news stories for the Prudential RideLondon-Surrey 100’s weekly newsletter which reaches in excess of 50,000 cyclists, and the ‘Yes You’re In’, ‘No Not This Time’ and ‘Final Instructions’ magazines, that are sent out to applicants. Subscription offers to Cycling Plus will be made available in these formats, as well as in brand-focused newsletters.
Additionally, Bikeradar Active will offer a free Prudential RideLondon training plan on their site. The step-by-step guide to riding 100 miles is specifically tailored for those entering the Prudential RideLondon-Surrey 100-mile sportive on Sunday 4th August.
Future’s On Your Bike magazine will be distributed across the weekend as well as being sent out in advance to everyone registered for the Prudential RideLondon FreeCycle event – more than 50,000 people. Offered as a guide for the cycling novice, On Your Bike is a magazine aimed at cycling beginners and provides friendly, useful advice on buying a new bike, as well as tips on how to ride safely, new cycle skills to learn and routes of the best places to ride. This unique title sits perfectly with Prudential RideLondon’s goal to engage an audience that is taking its first steps to a more passionate and dedicated life involving cycling. The first edition of On Your Bike from 2012 is available in PDF format here.
James Hamilton, Publisher of On Your Bike, says: “Prudential RideLondon is fantastic for cycling on a number of levels. It’s an opportunity for people of all abilities to get involved, and as we are the world’s leading cycling publisher, it’s a perfect partnership!
“We know that for cyclists-to-be, getting started can be intimidating. What kind of bike do I buy? Where do I ride? What additional equipment do I need? These are just some of the questions novices face. On Your Bike will make that whole experience a lot simpler, and answers all of these questions and more.”
Hugh Brasher, Prudential RideLondon Event Director, says: “We’re delighted to be working with Future to raise the profile of cycling and build on the excitement and enthusiasm generated by the London 2012 cycling events. Prudential RideLondon will encourage more people to get on their bikes to enjoy the fun and freedom of cycling.”
Prudential RideLondon is an annual two-day festival of cycling – a true legacy of the 2012 Games. Developed by the Mayor of London and his agencies, Prudential RideLondon will be a world-class festival of cycling.
There will be no other closed-road event like it that combines the fun and accessible element of a free family ride in central London with the excitement of watching the world’s best professional cyclists race in the Prudential RideLondon-Surrey Classic and Prudential RideLondon Grand Prix.
Taking a cue from the London Marathon, amateur cyclists will also participate in the Prudential RideLondon-Surrey 100 – a 100-mile challenge on the same closed roads as the professionals, with the added incentive of raising money for good causes. To capture it all, the best action will be broadcast live on TV in the UK and internationally, to be seen by an audience of millions.
