The Smithfield Nocturne series of elite cycle races has got a new headline sponsor for 2010 in the shape of HTC - a global designer of smartphones.
The HTC Smithfield Nocturne will take place on Saturday June 19th, around - naturally - Smithfield Market in London.
Now in its fourht year, the event attracts 10,000 spectators, according to the organiser.
Florian Seiche, vice president of HTC EMEA, said: “Cycling is the perfect sport to align with the values of the HTC brand. We are pleased to be able to be able to support such an innovative festival of cycling which celebrates both the high performance of the elite competitors as well as the more fun and friendly aspects of the sport.”
Face Partnership MD James Pope added: “HTC is an exciting brand which will help us make the 2010 Smithfield Nocturne the most exciting event to date. We are looking forward to working together to enhance the spectator experience and bring some top riders to the streets of the City of London.”