As part of a new marketing campaign promotion to mark its sponsorship of the Prudential RideLondon, beer brand Amstel is creating a cycling team dedicated solely to bringing together a group of Mark Cavendishes for a 100 ride challenge.
Cavendish himself – who holds an MBE, a Sports Personality of the Year award, thirty Tour De France wins, an Olympic medal, road race world champion win – coached the eight-man team – all of whom hold the name Mark Cavendish – in a rigorous boot camp to prepare for the RideLondon-Surrey 100.
Amstel Team Cavendish coach, Mark Cavendish said: “It’s quite a surreal experience to be training a team of amateur cyclists all called Mark Cavendish. I don’t think I’ve ever said my own name out loud so much before! I’ve really enjoyed training my Amstel team and they’re all looking in great shape. I’m now looking forward to seeing them riding together at Prudential RideLondon. “Thanks to Amstel, these guys are now fully equipped to train for the Prudential RideLondon-Surrey 100.”
Amstel brand director Ifeoma Dozie added: “Our Ride Together partnership is all about bringing groups of people together through unique and memorable team cycling experiences. What better way to symbolise the launch of our partnership than to work with the Mark Cavendish on the formation of a unique cycling team for Prudential RideLondon.”
View the full video on the campaign below.