Norco, Polaris Apparel, Rose Bikes and Zipvit all now on board with cycling festival

BikeRadar Live signs up more feature sponsors

Future Publishing has linked up with a number of new sponsors for its BikeRadar Live event.

Taking place on the weekend of July 10th to 11th at Brands Hatch in Kent, the latest round of partnerships sees Norco, Polaris Apparel, Rose Bikes and Zipvit join the celebration of cycling, as sponsors for some of the key features at the event this year.

Canadian bike brand Norco will be the headline sponsor for the ‘Mountain Biking UK Dirt Jump Invitational’. The invitation-only contest will see riders pulling out their best tricks over two days, with riders including Sam Pilgrim, Lance McDermott and last year’s winner Sam Reynolds. They will go head-to-head for the winner-takes-all cash prize of £5,000 and a trophy.

Rose Bikes will be sponsoring the ‘What Mountain Bike Dirt Crit’ event (new for BikeRadar Live 2010), which will see a 3.5-4km custom built course built by British downhill stalwart, Will Longden weaving through the woods at Brands Hatch. The event is open to all ages and riders, with the course will be available for kids’ racing, as well open races for event goers and a pro elite pack chasing the spoils of glory, with Rose Bikes providing prizes for the competition.

Specialist sports nutrition company Zipvit will be sponsoring ‘The Cycling Plus Sportive’, and will be supplying energy bars, gels and drinks to riders of the 50 mile, 100k and 100mile sportive event which takes cyclists around Brands Hatch track and out onto the Kent Downs. They will also be launching a new energy shot product at BikeRadar Live.

The Procycling Hot Laps will be sponsored by Polaris Apparel, the UK-based cycling clothes distributor. The event takes place on the 1.9km Brands Hatch circuit where a host of lap times will be set at the event by professional riders, cycling celebrities and staff from Procycling,, Cycling Plus and

Chris Down, Event Director for BikeRadar Live said:

“We’re thrilled to be working with Norco, Polaris Apparel, Rose Bikes and Zipvit – each of the brands will really add to the experience of each of the features, and it’s really exciting to see the show developing in such a way.

Each of them brings huge expertise to the event, and the support of brands like this is essential for helping us to expand on the festival feel of the show, by increasing the interactivity between the festival-goer and cycling industry. As companies which all try to encourage cyclists to get out on their bikes, they’re ideal partnerships and we’re delighted that they’ll all be at BikeRadar Live.”

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