Prudential extends its RideLondon sponsorship

19 November 2015

Prudential has announced that it has extended its sponsorship of the RideLondon festival of cycling for a further three years, up to and including the 2018 event.

First held in 2013, the Mayor of London’s multi-award-winning cycling festival has already become one of the largest fundraising events in the UK, with more than £20 million raised for good causes in its first three years. The 2015 festival saw a record number of more than 95,000 riders of all ages and abilities participating in five events on traffic-free roads in London and Surrey.

Kerman & Co Sports Partner Zane Shihab advised RideLondon on negotiations with Prudential and on all aspects of the agreement.