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RideLondon seeks out new main sponsor

The peloton begin the sprint for the finish during the Prudential RideLondon Surrey Classic (by Charlie Crowhurst/Getty Images)

RideLondon has launched a search for a new headline sponsor after UK life insurance and financial services company Prudential, which has backed the mass participation cycling event since its formation in 2013, said it would not extend its deal.

London Marathon Events, which in August was appointed to deliver RideLondon from 2021 to 2030, will seek out a new sponsor with Prudential’s current deal expiring after this year’s event.

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