South Korean electronics giant to be headline sponsor of Bike Week. Charity smartphone app will feature cycling avatar
Samsung, an official Olympic Partner, has been announced as the 2012 sponsor of Bike Week, which is staged 16-24th June. Samsung Bike Week will see thousands of people participating in cycling events across the UK.
The deal will promote the Samsung Hope Relay initiative, a sports challenge to raise money for charity. The challenge is a way of taking part, virtually, in the Olympic Torch Relay. Smartphone owners can download an app that features their head on an animated body carrying the Olympic torch. Cyclists now join runners as part of the virtual relay. For every mile cycled, Samsung will donate £1 to charities such as London-based Kids Company and London 2012's international sports legacy programme, International Inspiration.
The Samsung Hope Relay app is free to download to most smartphones. As users cycle their mile, GPS tracks the distance and records the results.
Double World Track Cycling Champion and Samsung ambassador, Laura Trott who will be present at a Samsung Bike Week event said: “Samsung Bike Week will be a great reason for people to get cycling and get fit during Summer. I’ve been training hard ahead of the London 2012 Olympic Games, but everyone can get involved in cycling regardless of ability and Samsung Hope Relay brings with it the opportunity to raise money for some incredible charities.”
Bike Week organiser Andre Curtis said: “Partnering with such a high profile organisation like Samsung helps further the profile of mainstream cycling and attract more people to the multitude of events up and down the country during Bike Week. These events shows how cycling means a healthier, more convenient and greener lifestyle and - this year – gives cyclists a charitable reason to take part.”Article continues below
Samsung's UK MD Andy Griffiths said: “We are delighted to work with Bike Week to support The Samsung Hope Relay initiative, a relay all cyclists can take part in. There will be thousands of people who will attend Bike Week events across the UK and we are looking forward to working with the Bike Week team to make each and every Samsung Bike Week event a success and get as many people to take part and cycle for charity.”
Bike Week - part of the Summer of Cycling - is supported by British Cycling, LCC, ACT Travelwise, Sustrans, CTC and Cyclenation.