CFD providers IG Markets, has cemented their allegiance to the controversial sport of cycling by signing off on a three-year title sponsorship deal with the London Nocturne.
The London Nocturne is entering it’s fifth year of existence and is an event that is growing in popularity, and will be televised for the first time this year. As its name suggests, it’s run in the night through the city. The event was
The London Nocturne takes place on Saturday 11 June, and will also feature a new event, the IG Markets Team Challenge, which will pitch corporate teams against one another in several categories – sprint, time trial and criterium – before a team relay finale.
The main event features world’s top riders in a series of races at Smithfield Market including the Elite Men’s criterium, Elite Women’s criterium, Folding bike race, Fixed Gear Longest Skid, and Penny Farthing Race.
“We are delighted to announce our partnership with the London Nocturne,” said Tim Howkins, chief executive of IG Group in the release. “Cycling is currently going through a renaissance and we believe it has a specific appeal to our target audiences. We hope that our commitment to the event will help deliver the sport to a more mainstream audience whilst helping IG Markets promote its products to a growing audience.”
“With the support of IG Markets we are aiming to develop the London Nocturne into the leading criterium event in the world over the next three years,” said James Pope, founder of the Nocturne Series also commented in the release. “The new partnership has helped secure Sky Sports as the host broadcaster and the London Nocturne will be televised for the first time this year.
“We will be bringing in riders from World Tour teams to take on the top British riders so that we can give everyone with any interest in cycling, from hardcore fans to people that commute on their bike, the chance to see some of the world’s best riders in action in the heart of the City of London.”
That is pretty cool, and it sounds like a wonderful event for cycling, hopefully cycling can use this as an opportunity clean up the sport’s dirty image.