DUNTON, UK, 12 January 2023 - London Marathon Events, organisers of RideLondon, announced today that Ford has become the title partner of RideLondon, the world’s greatest festival of cycling, for the next three years (2023 – 2025). The new title sponsorship builds on the success of Ford’s role as presenting partner of RideLondon in 2022.
Ford is serious about reducing carbon emissions and preserving the planet for future generations, and it is taking dramatic steps in order to do so. Ford is targeting carbon neutrality in Europe by 2035, including all of its vehicles, production facilities and supporting logistics. It also plans an ambitious roll-out of new all-electric vehicles for which sales in Europe are expected to hit 600,000 by 2026
However, preserving the planet and building a safer, healthier world requires more than electrified vehicles - in fact sometimes it requires no vehicle at all. This is why Ford launched the Park the Car initiative, to encourage people to make healthy and informed choices about their travel habits, especially over short distances. The initiative aims to help promote active travel, ease congestion and improve air quality in cities. Walking and cycling are proven to improve both physical and mental health, as well as ease traffic congestion in built-up areas.
Hugh Brasher, Event Director of London Marathon Events, said: “This is a landmark day in the history of RideLondon as Ford becomes the title partner of the world’s greatest festival of cycling. We worked closely with Ford last year to amplify their work in promoting active travel and Ford’s innovative “Park The Car” initiative which encourages car users to cycle or walk rather than drive short journeys. We look forward to building on our very successful partnership to build active travel into everyday life.”
Tim Slatter, Chair, Ford of Britain, said: “Driving responsibly used to be a straightforward message about sensible road use, but in today’s world it means far more. Taking care of the environment is a shared responsibility and swapping just one car journey a day for active travel can reduce a person’s daily carbon footprint by up to 84%.
Lisa Brankin, Managing Director, Ford of Britain and Ireland, said: “Partnering with RideLondon, the world’s greatest festival of cycling, is a clear way for us to connect with a wider audience and share the countless benefits of cycling and walking. It’s also a fantastic opportunity for us further support both our ‘Park The Car’ initiative, promoting smart choices around which mode of transport to use , especially for short distances, and also raise awareness of Ford zero-emission vehicles.”
London’s Walking and Cycling Commissioner, Will Norman, said: “We need to reduce the number of car journeys taking place by supporting people to switch to active travel options like walking and cycling, and the car journeys that do happen need to be cleaner. This way we can not only tackle the challenges of air pollution, the climate emergency and congestion but also help to build a safer, greener and healthier London for everyone.
“RideLondon is a brilliant event which will inspire people to take advantage of an environmentally-friendly, cost-effective and fun way of getting around. With Ford’s support we can now continue to deliver this world class event and encourage even more people to cycle around our city.”
Read the latest about Ford’s “Park The Car” initiative here, following its 2022 launch in the run up to RideLondon last year.
The sponsorship includes naming rights to all events within the Ford RideLondon festival of cycling, including:
Ford RideLondon will take place on Sunday 28 May 2023, with the Ford RideLondon Classique UCI WorldTour three-day stage race taking place on 26 – 28 May inclusive.
For more information, visit ridelondon.co.uk
Contacts:
Ryan Goad, London Marathon Events
ryan.goad@londonmarathonevents.co.uk
07950 708574
Oliver Rowe, Ford of Britain
07802 677983
Poppy McKenzie Smith, Ford of Britain
07702 064136
About RideLondon:
RideLondon, the world’s greatest festival of cycling, was developed by the Mayor of London and his agencies. It was first held in August 2013 and is a legacy event from the London 2012 Olympics Games.
More than 500,000 participants have taken part in the eight editions of the world’s greatest festival of cycling (2013- 2019 and 2022) and the event has inspired more than 150,000 new or lapsed riders to start cycling.
Since 2013, more than £80 million has been raised through RideLondon for more than 1,000 charities. RideLondon entered a new partnership with Essex County Council in 2022. Surrey County Council previously partnered with the event from 2013 to 2020.
RideLondon is delivered for the Mayor of London by London Marathon Events.
London Marathon Events gifts its surplus each year to The London Marathon Charitable Trust. Since 1981, The London Marathon Charitable Trust has awarded grants totalling in excess of £97 million to more than 1,500 projects in London and across the UK.
About Park The Car:
According to the World Health Organisation, over 50% of car journeys in Europe cover distances of less than 5km and 30% less than 3km - short trips like these have a higher impact per mile on air pollution than longer journeys.
A recent study by Ford showed that more than a third of Europeans would be willing to use their car less to help combat climate change
Switching a short drive even just once a day, to walking or cycling, can have a huge impact:
‘Park The Car campaign is Ford’s first step towards helping promote active travel, easing congestion and improving air quality in cities. The campaign will draw on the support of Ford’s 55,000 employees in the region, as well as partnering with organisations that support active travel – walking and cycling – in the key countries where Ford operates
Park The Car is one part of Ford’s company-wide commitment to achieving zero emissions for all vehicle sales and carbon neutrality across its European footprint of facilities, logistics and suppliers by 2035. It also plans an ambitious roll-out of new all-electric vehicles for which sales in Europe are expected to hit 600,000 by 2026.
Ford Motor Company (NYSE: F) is a global company based in Dearborn, Michigan, that is committed to helping build a better world, where every person is free to move and pursue their dreams. The company’s Ford+ plan for growth and value creation combines existing strengths, new capabilities and always-on relationships with customers to enrich experiences for and deepen the loyalty of those customers. Ford develops and delivers innovative, must-have Ford trucks, sport utility vehicles, commercial vans and cars and Lincoln luxury vehicles, as well as connected services. Additionally, Ford is establishing leadership positions in mobility solutions, including self-driving technology, and provides financial services through Ford Motor Credit Company. Ford employs about 182,000 people worldwide. More information about the company, its products and Ford Credit is available at corporate.ford.com.
Ford of Britain has been number one commercial vehicle brand for over 55 years, and is rolling out an electrified range so that, by 2026, 100% of our cars will be zero-emissions capable, all-electric or plug-in hybrid. The UK is Ford’s third-largest global market and accounts for around 30% of total Ford vehicle sales in Europe. Ford directly employs 6,500 people in the UK, with thousands more employed in its extensive dealer network. The Ford Britain Dunton Campus in Essex is the home of its European commercial vehicle business group, the Ford of Britain & Ireland sales company and Ford’s banking arm – Ford Credit Europe.
