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CiCLE Classic Under Threat for 2010

Story posted September 10 | Event Press Release

The East Midlands International CiCLE Classic, which has in just six years become possibly the biggest sporting event in the East Midlands, has been placed under threat of cancellation owing to the loss of one of its principle sponsors. With the East Midlands Development Agency (emda) being placed under ‘notice’ as a  result of the recent change of Government, their successful association with the CiCLE Classic over the past four years has been brought to an end.

The unique event is regarded as having brought a new sense of excitement to an otherwise ailing domestic road racing scene and set a standard of promotion for many other established events to follow. It remains the only British road race that can emulate the character and feel of the ‘Classic’ races of Northern Europe. 

“Over the past four years, emda’s support of the CiCLE Classic, and its associated events, has enabled the event to grow rapidly to its position as Britain’s premier ‘flagship’ single day UCI ranked cycle road race,” said Colin Clews, race Director. “In so doing, the event has become more than simply a sporting occasion, raising the sporting profile of the area in the international and national consciousness, and as a result brought into the area inward investment several times the annual contribution made to the event by emda and our other supporting sponsors.”

In 2010, using criteria set down by UK Sport, it was calculated that over the weekend of the CiCLE Classic, an additional £70,000 was spent within the area via direct economic activity at hotels, restaurants etc. as a consequence of visitors to the race.
 
Clews continued,” Whilst the race organisation will be forever appreciative of emda’s role in the event’s success, it now leaves us with a significant problem in finding alternative sources of sponsorship to allow the event to be maintained either at its current level, or to continue at all.” A final decision regarding the 2011 event, scheduled to take place on Sunday 17th April, will be made in January by which time the success or otherwise of current efforts to find and put together the required total race budget of nearly £40,000 will be gauged.
 
Whilst title sponsorship of the event is available to any company willing and able to put a five figure sum into the event, realistically, Clews sees the sum required being raised by numerous smaller sponsorship packages than from a single sponsor as was the case with emda. Event sponsorship packages ranging from £200 to £10,000 are being offered to commercial and other entites within the area seeking their interest in becoming newly involved with the event. Meanwhile, many of the events existing sponsors such as MARS UK have indicated their continued support for the event.

The CiCLE Classic is also responsible for the birth of its associated events; the Discover Rutland CiCLE Tour, the East Midlands CiCLE Challenge sportifs, the Rutland International CiCLE Classic ‘Cross and the CiCLE Kermesse races which have raised several thousands of pounds for local Rotary Club charities and provided opportunities for many to ‘get on their bikes’ once again.

Clews admitted, “ We face a difficult upward struggle to overcome this financial blow, but too many people have given too much to this project, which over the past six years has become the envy of everywhere else in Britain, and we are not prepared to see it lost without a fight.  In truth, it will take only a small number of persons with the right connections from amongst the many thousands  who annually enjoy the event, to assist us in securing the future of the CiCLE Classic.”

Anyone wishing to obtain informal details of the benefits of sponsorship of the event and the various tailored packages available can do so by contacting Colin Clews at colin.l.clews@btinternet.com or on 07979 856262. Race website: www.cicleclassic.co.uk.