Sky Ride gears up for 18 events with RPM

RPM, British Cycling and Sky are uniting once again for the fourth year to launch Sky Ride under a new creative concept: ‘Everyone’s Invited’, encouraging the public to join the celebration of cycling, with something for everyone. Sky Rides are a series of fun, traffic-free rides staged across the UK; either mass participation cycle rides or friendly local rides with trained guides.

Sky’s partnership with British Cycling was recently extended until 2016 and supports all levels of cycling, across all disciplines, and aims to encourage more people to ride. Already, almost 700,000 more people across the UK are riding regularly (at least once a month or 12 times per year) through the Sky Ride campaign.

In 2011, RPM delivered 17 Sky Ride events across the UK and Ireland with a total participation figure of over 200,000. This year there will be 18 Sky Ride events taking place across the UK giving more people the chance to get out on their bikes.

Tricia Thompson, director of Cycling at Sky said of Sky Ride: “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.”

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.”