Lakes Road Club, organisers of The Fred Whitton Challenge today announced it has signed a partnership with Saddleback Ltd, distributor for SRAM and Felt Bicycles in the UK. The partnership sees the company become the official sponsor for the sportive which takes place on 9 May 2010.
Saddleback Ltd will provide The Fred Whitton Challenge with neutral service to support all of the 1250 riders in the challenge.
“The Fred Whitton Challenge is a fantastic platform for the promotion of any brand, but is particularly so for a fast growing company in the bicycle trade, and so we are proud to be partnering with Saddleback for this year’s challenge and beyond,” said Paul Loftus, Organiser for The Fred Whitton Challenge. “It is of the utmost importance to us that the riders in the challenge receive the highest quality of support and Saddleback’s input can only help to further this aim, by providing top quality support for the riders who take part in the event.”
Andy Wigmore, Director of Saddleback Ltd said: “We are delighted to be the official sponsor and to provide neutral service to the The Fred Whitton Challenge. From the beginning The Lakes Road Club made it very clear they wanted to work with us and showed great confidence in our ability to deliver a great product and a great service.
There is no question the The Fred Whitton Challenge is now an important event on the sportive calendar and the perfect showcase for the market leading brands we distribute.
The Fred Whitton Challenge has a particularly strong connection for Saddleback, the company name was inspired by the Lake District mountain Blencathra or Saddleback as it is best known by the locals and the area has a strong family history.”
The Fred Whitton Challenge is the original and most gruelling UK sportive challenge ride for charity. Covering a 112 mile circuit around the beautiful scenery of the Lake District which includes six of the most difficult passes in the UK, the event is run in memory of Fred Whitton.
The annual event starts and finishes in Coniston, the route includes over 3800 metres of climbing taking in the passes: Ambleside, Kirkstone Pass, Patterdale, Troutbeck (north), Keswick, Borrowdale, Honister Pass, Buttermere, Newlands Pass, Braithwaite, Whinlatter Pass, Loweswater, Ennerdale Bridge, Gosforth, Eskdale & finishing with the brutal Hardknott & Wrynose Passes.
All proceeds from The Fred Whitton Challenge are donated to charity; the main charities for 2010 are MacMillan Cancer Care and the Dave Rayner Fund.
The Fred Whitton Challenge is run in the memory of Fred Whitton, who was the Lakes Road Club racing secretary for many years. He was also the Lakes and Lancs’ Division road racing secretary, a first category rider, and promoter of numerous road races within the division. He is sadly missed when he died of cancer at the age of 50.
Standard entry to 2010 Fred Whitton Challenge is open between the 4-8 January 2010 only. A random draw will be made from all entries to pick the final 1000 successful riders. In addition to the standard 1000 places, an additional 250 places will be reserved for people who guarantee to raise at least £250 of sponsorship for the event charities, paid up-front with entry. These will be available until all the places have been taken.
