London Midland gives cyclists a second chance to enter the sold-out Vélo Birmingham

Vélo Birmingham has announced London Midland as a Principal Partner of the 100 mile closed-road cycling event. To celebrate their involvement, London Midland is giving cyclists who missed out a second chance to enter the sold-out Vélo Birmingham by releasing their sponsor places for general sale.

An extremely limited number of entries are now on sale and are being sold on a first-come, first-served basis at With entries expected to sell-out very quickly, prospective participants are being urged to move fast and secure their entry now to avoid missing out.

Originally launched in September 2016, general entries for the 100 mile sportive sold out within just four days. With tens of thousands of cyclists learning that they were unsuccessful in the Ride London ballot last week, this new announcement means those who missed out now have the perfect chance to take part in a similar major event this year.

Setting out from the heart of Birmingham city centre on Sunday 24 September 2017, thousands of riders of all levels of ability will embark on an unforgettable route through Herefordshire, Worcestershire, Staffordshire, Sandwell and Dudley, before finishing back in Birmingham city centre.

Speaking of the announcement, London Midland’s commercial director, Richard Brooks, said

The chance to be one of Vélo Birmingham’s Principal Partners was a perfect fit for us. London Midland is committed to getting closer to the communities we serve. Making extra entries available in this sold out closed road cycling event is a perfect example of us doing this.
We continue to encourage healthy lifestyles across our network. Last year we celebrated a great summer of sport by changing our signs gold at ten stations and setting up a youth sports programme Your Sporting Chance which has now helped 34 clubs and societies.”

These sentiments were echoed by Jon Ridgeon, Executive Chairman of organisers CSM Active, who said:

We are delighted to welcome London Midland on board as a Principal Partner of the inaugural Vélo Birmingham. It is fantastic that they are providing cyclists with a second opportunity to enter the sold-out event and we thank them for this generous gesture.



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