Through the sponsorship Nokia is promoting its sat-nav cellphones. Nokia N-series phones now feature built in GPS tracking, pre-loaded maps and voice-guided navigation.
Nokia’s Sports Tracker application lets users track their speed, distance and time, as well as acting as a full-blown HRM.
Bike Week began in 1923 and was organised by the CTC for many years. Now, it receives funding from the Department for Transport, Cycling England, Transport for London, Northern Ireland Executive, The Welsh Assembly Government and The Scottish Government. Bike Week also receives funding from the cycle industry via the Bike Hub levy.
Simon Ainslie, Nokia’s UK Managing Director, added: "Nokia's support for Bike Week is based on demonstrating how our latest technology can help encourage people to get out of their cars and onto their bikes without worrying about getting lost or how to get there."
Philip Darnton, chair of Cycling England, said: “Plenty of parents have forgotten how much fun cycling was as a child. We want this year’s Bike Week to revive those memories and re-engage people with the benefits and enjoyment of cycling. We hope that taking part in a Bike Week event will act as a catalyst for people to cycle more regularly and enjoy the long term benefits of a healthier lifestyle.”
New for this year, Bike Week's nominated charity is Sport Relief.
Karl Reynolds, Head of Fundraising at Sport Relief, said: “We are thrilled to join the Bike Week team and hope that everyone who participates will raise as much as they can – every penny can help to change lives for the better in the UK and in some of the poorest countries in the world.”