6 August 2007: The Greater London Authority on behalf of the Mayor of London, and Transport for London (TfL) has appointed Four Sports, Arts & Sponsorship to handle public relations for the first ever Hovis London Freewheel after a competitive pitch. The event, which takes place on Sunday 23rd September, will see a 14 km route around central London route closed to motor traffic, allowing thousands of cyclists to take over the streets and enjoy the capital's most iconic sights including the London Eye, Victoria Embankment, Westminster and St Paul's Cathedral and the Mall. The Hovis London Freewheel is designed to support the Mayor and TfL's drive to build on the capital's cycle renaissance and encourage even more Londoners to cycle in the capital - there has been a massive 83 per cent increase in cycling since 2000. The official sponsor of the event is Hovis. Four Sports Marketing and Sponsorship has also worked with TfL for the past eight months to promote Le Grand Depart of Le Tour de France, which took part in central London on 6th – 8th July, attracting two million visitors to London over the weekend. Jason Cross, Marketing Manager for the Greater London Authority, said: "Through their work on the successful Tour de France campaign, Four demonstrated that they have a deep understanding of both cycling and the complex and diverse media landscape in London. Both of these will be of crucial importance for helping to drive participation in the Hovis London Freewheel". Alun James, managing director of Four Sports, Arts & Sponsorship said: "The Hovis London Freewheel is a major London event that provides us with another opportunity to demonstrate our ability to deliver effective communications campaigns. We're pleased to continue helping TfL and the GLA to increase participation in cycling in the capital".
For further information please call:
Neil Hopkins, associate - Four Sports, Arts & Sponsorship
T: 0870 420 3248
M: 07968 716 938