News & Media

Amstel Beer partners Prudential RideLondon

Amstel Beer has announced a three-year sponsorship deal as presenting partner with Prudential RideLondon, the world’s greatest festival of cycling.

Amstel will sponsor a new team event, the Amstel Ride Together, within the Prudential RideLondon-Surrey 100 sportive, which will enable riders to take on the iconic 100-mile challenge in teams of four.

Amstel will also create a unique experiential zone at the Finish Line in Green Park, celebrating the achievement of Amstel Ride Together teams and their guests with food, entertainment and, of course, pints of Amstel.  

The partnership will be supported in store with a nationwide on-pack promotion from March, offering the opportunity for groups of friends to win one of the team places in the Amstel Ride Together.  

Ify Dozie, Brand Unit Director, said: “Amstel has a rich legacy in cycling, dating back to the founding of the Amstel Gold Race in 1966 and our origins in Amsterdam, a city renowned for its cycling culture.  

“We want to make Amstel the bier that brings cyclists, friends and family together for a celebration after a fantastic ride out.  Prudential RideLondon is the perfect partner to launch our sponsorship and we look forward to growing the platform over the next three years.”

Hugh Brasher, Event Director for Prudential RideLondon, said: “Amstel Ride Together is a wonderful way to experience the camaraderie of taking on the 100 mile challenge on traffic-free roads in the spectacular setting of London and Surrey. Amstel has an impressive record in high profile cycling sponsorship. We’re delighted to welcome another world-leading company to the world’s greatest festival of cycling and look forward to creating another fantastic event.”