Threshold Sports, a Brighton-based sports event agency who help deliver world-class events, have joined forces with the British Heart Foundation (BHF) to elevate their London to Brighton Bike Ride; an event which has been running for almost half a century.
Founded in 2009, Threshold Sports deliver bespoke engagement and fundraising events for some of the world’s most respected charities. The agency will be working with the BHF on the strategy and delivery of their flagship event, the London to Brighton Bike Ride.
On track for its 47th year in 2024, the BHF’s iconic cycling event has seen hundreds of thousands of cyclists take on the infamous route from Clapham Common through to Brighton seafront.
The success of the event has attracted Threshold Sports to support the event in ensuring its legacy for many more years to come. In turn, this will help to raise vital funds for heart and circulatory disease which affect 7.6 million people across the UK.
On this new partnership, Nick Tuppen, CEO of Threshold Sports said: “We’re thrilled to be working with one of the UK’s most respected charities. We know just how important the BHF’s London to Brighton Bike Ride is in raising funds, and for the tens of thousands of participants who take part every year.
“This is an exciting opportunity for us to support this famous event and input our expertise. Together, we hope to deliver an outstanding event that will support the millions of people in the UK living with heart or circulatory diseases and create an unforgettable experience for the riders.”
Threshold Sports’ portfolio boasts a selection of prolific events, including Ride Across Britain, the Threshold Trail Series and Macmillan Mighty Hikes. They have also worked with PUMA, Natwest and Deloitte.
Rebecca Scott, Event Lead at the BHF said: “Having Threshold Sports on board to support our future plans for the London to Brighton Bike Ride is going to give the event a new dynamic approach, which will enthral participants and build on our fundraising efforts.
“London to Brighton is our flagship event that has been running for almost half a century. Bringing in millions of pounds for our life saving research over its time, it is a key event in all of our calendars. We can’t wait to see how this partnership will help to grow the event further.”
The two organisations will begin working together in June 2024.
The London to Brighton Bike Ride 2024 ballot is now open: www.bhf.org.uk/L2B2024