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British Cycling Sky

British Cycling and Sky join with RPM for Sky Ride

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By The Drum Team, Editorial

May 15, 2012 | 2 min read

British Cycling and Sky have joined with marketing agency RPM for a fourth year to launch Sky Ride under a new creative concept: ‘Everyone’s Invited’.

There will be 18 Sky Ride events taking place across the UK, with the aim of encouraging more people to ride.

Tricia Thompson, Director of Cycling at Sky said: “We are well on our way to achieving one million more people cycling by 2013, and we hope that in a year where legacy is everything, we can create our own cycling legacy with Sky Ride. After the fantastic response we had last year, we hope that Sky Ride 2012 is just as successful and believe our new ‘Everyone’s Invited’ messaging will encourage more people to participate.”

Sky’s partnership with British Cycling was recently extended until 2016.

Dom Robertson, managing director at RPM, said of Sky Ride: “We are proud to be supporting both Sky and British Cycling on such an inspiring campaign, now in its fourth run. The Olympics will see more visitors to the UK than ever before and sport will be at the fore-front of people’s minds. We hope we can build on all of the excitement of The Olympics and help build and drive passion towards cycling through an interactive and fun day out for all.”

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