Kerman & Co advises Prudential RideLondon on sponsorship deal with Velon

November 1, 2016

Kerman & Co advised Prudential RideLondon on its three-year partnership with Velon for the Prudential RideLondon-Surrey Classic, the world’s richest one-day men’s race which becomes part of the UCI WorldTour from 2017.

The partnership between Prudential RideLondon and Velon, the consortium of 11 top WorldTour teams, guarantees the participation of some of the biggest teams in pro cycling and their best riders for the Prudential RideLondon-Surrey Classic. Starting in 2017, the new agreement sees the Velon teams committing to support and race the Prudential RideLondon-Surrey Classic. Velon will also provide the Prudential RideLondon-Surrey Classic with both live and delayed on-bike video footage and Velon’s pioneering live rider telemetry technology will bring further exciting innovations for the fans to enjoy.

Velon and the race organisers aim to bring the fans inside the race as extensively as possible to showcase the very best of pro cycling. The adoption of Velon’s technology system, including on-bike footage and live rider data, will add new clarity, depths and insights to the race coverage for the fans – following both live and delayed coverage via TV, online at, on the Velon app, or watching from along the roadside.

Hugh Brasher, Event Director for Prudential RideLondon, said: “This exciting new partnership with Velon takes the Prudential RideLondon-Surrey Classic to a new level as it joins the WorldTour. After just four years, Prudential RideLondon is firmly established as the world’s greatest festival of cycling with more than 100,000 riders participating in events for all ages and abilities, with WorldTour status, equal record prize money and live television coverage for both the men’s and women’s pro races. We know that the greatest names in bike racing will bring out the crowds in London and Surrey and inspire more people to take up cycling.”

Zane Shihab (Partner) advised Prudential RideLondon on all aspects of the agreement.

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