Mass participation events agency Threshold Sports has unveiled a new four-year title partnership with Babble, a cloud technology company. The collaboration will see Babble become the official title partner of Ride Across Britain (RAB).
Founded in 2010, Ride Across Britain was established to provide individuals with the opportunity to conquer a UK bucket list challenge: cycling from Land’s End to John O’Groats, spanning 980 miles, in nine days.
The event has grown over the years, attracting 800 cyclists from across the globe. Its route showcases the landscapes of coastal Cornwall to the Scottish Highlands, beckoning both intermediate and seasoned riders ranging from 18 to over 80 years old.
Aligned with Threshold’s commitment to social responsibility, Babble intends to leverage its partnership… ‘to drive meaningful positive change in society.’
The collaboration will not only generate funds for charity but also serves as a platform for Babble to support young individuals in realizing their aspirations.
The transformative impact of Ride Across Britain on charitable causes is already notable, with the 2022 event alone amassing over £1.1 million in donations for hundreds of charities. Through this strategic partnership, Babble aims to extend the reach and influence of fundraising, amplifying the positive impact it has on communities and causes.
In addition to the charitable aspect, Ride Across Britain presents Babble and other participating companies with an opportunity to connect and engage with a diverse network of professionals in an informal setting.
Over the past three years, more than 600 companies, including over 25% of FTSE 100 firms, have participated in the event, fostering relationships and a collaborative spirit.
Nick Tuppen, CEO at Threshold Sports, said “Matt Parker and the Babble team have been an integral part of RAB for the past decade. This enduring collaboration enables us to expand both the event’s and Babble’s impact as a force for good in society.
“We eagerly anticipate welcoming the next cohort of 800 riders to Land’s End in September 2024 and continue nurturing the Babble RAB community, both in person and virtually, until then.”
Matthew Parker, CEO at Babble, added “Ride Across Britain is an event that I, along with the entire Babble team, have always been proud to be associated with. Hence, the opportunity to assume the role of title partner and experience it as Babble Ride Across Britain is an immensely proud moment for us.
“Having participated for the past 8 years, I am well aware of the challenges it poses. However, the incredible feeling one experiences upon crossing the finish line, combined with the profound impact it has on charities, makes it even more rewarding.
“We are preparing for next year’s event and eagerly anticipating this year’s virtual RAB, where our team members from all corners of the country, alongside thousands of others, will have the chance to compete and unite in our mission to be a force for good.”
www.rideacrossbritain.com
www.thresholdsports.co.uk
www.babble.cloud
