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Alder King announced as joint headline sponsors for 2024 Break the Cycle charity cycling event

Alder King and marketing agency Sprague Gibbons are to be the headline sponsors for the 2024 Break the Cycle, the annual charity sportive ride which raises funds for Bristol Bears Community Foundation, Bristol City Robins Foundation, and Bristol Sport Foundation.

Sprague Gibbons has been involved with the charity ride since its inception in 2010 and this year’s event will benefit from Alder King engagement for the first time.

Now in its 14th year, Break the Cycle 2024 will take place on Sunday 30th June and offers cyclists a choice of three routes – Gold (100 miles), Silver (66 miles) or Bronze (33 miles), ensuring there’s something for everyone.

This year, cyclists will depart from Ashton Gate and traverse around the scenic Mendips on routes carefully designed by three-time Olympic cyclist Oli Beckingsale. Previous events have attracted up to 300 participants and raised over £25,000.

Peter Gibbons, managing director of SG and Co-Founder of Break the Cycle commented: “‘We are immensely proud to be headline sponsors of this fantastic event. This is the 14th year that we have sponsored and supported Break the Cycle, and I encourage anyone, regardless of age or ability, to take part. The passion and energy of the staff at Bristol Bears Community Foundation is astonishing. Its track record of working with folk of all ages, communities, schools, and sports clubs to unite and motivate people, through the power of sport, is remarkable.”

Simon Price, partner at Alder King, added: “We’re very excited to be headline sponsors for this year’s Break the Cycle event, alongside Sprague Gibbons. We all know that any form of sport or physical activity makes people healthier and happier.  We are therefore very proud to support the fantastic work of the Bristol Bears Community Foundation in bringing sport to a wider audience, in particular those with disabilities or additional needs.

“We have a number of keen cyclists amongst our teams who will be taking part in the event and we look forward to cheering everyone on as they enjoy what will, I’m sure, be a superb day.”

Community Development Manager Craig Capel commented: “I look forward to working with new Break the Cycle partner Alder King and of course our long term friends from Sprague Gibbons to deliver another excellent event that will support the life changing work of my Foundation colleagues. We have more than 20 local businesses supporting BTC this year and it is this early commitment from our corporate partners that ensures the event is guaranteed to raise vital funds to support the most disadvantaged in our community. I am thrilled to add another prominent local business to the now iconic Break the Cycle jersey.”

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