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Threshold Sports, the multi-award-winning mass participation events agency, is today announcing a new four-year Title Partnership with leading cloud solutions provider, Babble, on their iconic Ride Across Britain (RAB).

The epic cycling event, now known as the Babble Ride Across Britain, was founded in 2010 to enable more people to tick off the bucket list challenge of riding from end to end of the UK. It has now grown to accommodate 800 cyclists from all over the world as they ride 980 miles from Land’s End to John O’Groats in just 9 days. Working alongside Threshold Sports, Babble, and the wider bench of RAB partners, aim to deliver an exceptional event for all, attracting intermediate and seasoned riders to test themselves against the landscapes of coastal Cornwall, the majesty of the Scottish Highlands, and everything in between.

Previously known as the Deloitte Ride Across Britain, Babble is taking over the reins to ensure this unique platform drives tangible, positive social impact to the communities they serve as part of their public commitment to be a force for good.

Last year, Babble was lead partner for the event for the first time, as Ride Across Britain 2022 raised more than £1.1m for hundreds of charities and the new partnership is set to extend the positive impact even further. In the last year, Babble has also helped raise money for a number of local and national charities, including My Name’5 Doddie and Sport Parkinson’s, through their own challenges and initiatives, with staff across their UK locations playing their part.

Babble will also be using Ride Across Britain and the continued popularity of cycling in the UK as a unique opportunity to network and engage with a range of communities and organisations in an informal setting, as it continues to carry out its mission to support businesses across the entire country. Over 25% of FTSE100 companies have been represented in the last three event years, with over 600 companies taking part since the event’s inception.

Matthew Parker, CEO at Babble said: “Ride Across Britain is an event I, and the rest of the Babble team, have always been proud to be associated with, and so the opportunity to take on the role of Title Partner and ride it as Babble Ride Across Britain is a very proud moment. I have taken part for the last 8 years, so I know how hard it is. But, I also know the incredible feeling you get when you cross the finish line, and knowing the massive impact it has on charities makes it doubly rewarding. We’re gearing up for next year’s event, and looking forward to this year’s virtual RAB, where members of our team from all over the country and 1000s of others will have the opportunity to compete and come together to join us in our goal to be a force for good.”

Nick Tuppen, CEO at Threshold Sports said: “Matt Parker and the Babble team have been part of the fabric of RAB for many years. This long-term partnership enables us to grow both the event’s and Babble’s impact as a force for good in society. We can’t wait to welcome the next 800 riders to Land’s End in September 2024 and continue building the Babble RAB community, both in person and virtually before then.”