Tudor is gradually taking over the world of cycling – or at least keeping pace with the sport’s other timing giant, Tissot.
Having launched the Tudor Pro Cycling Team (a men’s professional UCI ProTeam) last year, in partnership with Swiss former professional road cyclist Fabian Cancellara, the brand has committed to a five-year partnership and been awarded a ProTeam licence for 2023.
In addition to the team – currently wearing black jerseys with red Tudor logos and special-edition Black Bay Chronos with red accents to match – the brand with the tagline “Born to Dare” has also recently announced its role as official timekeeper of the Giro d’Italia (one of three cycling Grand Tours, the other two being the Tour de France and Vuelta a España) and all cycling races organised by RCS Sport.
This week, the brand has added another British-based event to its roster in the form of the Ford RideLondon festival of cycling. A three-year partnership with London Marathon Events (LME), running from 2023 to 2025, will see Tudor become the official timing partner meets including the Ford RideLondon Classique, the three-day UCI Women’s World Tour race, the Ford RideLondonEssex 100, 60 and 30-mile challenge rides, and Ford RideLondon FreeCycle.
The Ford RideLondon Classique is an integral part of the UCI Women’s World Tour, and it became a three-day stage race for the first time in 2022. The event culminates in a stunning final stage finish on The Mall in central London.
For Tudor, the sponsorship of Ford RideLondon will be a significant step towards increasing its brand visibility in London, enabling it to showcase its links to cycling – one of the world’s fastest growing sports – on a global stage.
According to a Tudor spokesperson: “We are excited to be joining forces with Ford RideLondon as part of Tudor’s extended commitment to the world of cycling. Aligning the brand to a key cycling event… allows us to continue presenting the Tudor narrative in an exciting setting.”
Event Director of Ford RideLondon, Hugh Brasher, expressed his delight in the new partnership, stating: ““Ford RideLondon is the world’s greatest festival of cycling and, at its heart, is our ambition to inspire more people to cycle, more often. It is fantastic to welcome Tudor as our Official Timing Partner, a brand that shares a similar commitment to promote cycling, from the professional peloton to the everyday rider.”
And, completing the circle for Tudor, the head of their Pro Cycling Team, Fabian Cancellara, actually completed the RideLondon 100-mile sportive himself in 2019.
