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Amstel launches 'Team Cavendish' to celebrate Prudential RideLondon partnership

1st June 2017

To mark its sponsorship of Prudential RideLondon, Amstel Bier has assembled potentially the greatest amateur cycling team ever - a team of riders all called Mark Cavendish, coached by none other than professional cycling legend himself - Mark Cavendish MBE.

The eight-man Amstel 'Team Cavendish' consists of people named Mark Cavendish at birth, as well as some who have changed their names to the decorated Olympian's by deed poll to be part of the 2017 Prudential RideLondon squad.   Mark Cavendish coaching Mark Cavendish, Mark Cavendish, Mark Cavendish and other Mark Cavendishes can be viewed here: https://youtu.be/rG1kBEfMHF4

The formation of 'Team Cavendish' coincides with Amstel's Ride Together three-year partnership with Prudential RideLondon-Surrey 100 announced earlier this year.

Through Prudential RideLondon, Amstel is reinforcing its longstanding legacy in cycling and will reach 3.5m viewers, 300,000 attendees and 100,000 participants during the event, which takes place from 28 to 30 July.

Ifeoma Dozie, Brand Director at Amstel, said: "Our Ride Together partnership is all about bringing groups of people together through unique and memorable team cycling experiences, capped off by the perfect post-cycling refreshment of an Amstel Bier. 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. Through the guidance of the British cycling legend, our team of everyday

Mark Cavendishes will have much more in common than just a name by the time Prudential RideLondon has finished.

"As last year's performance witnesses, Amstel is clearly resonating with the UK's beer drinkers/shoppers and with this new sponsorship plus the additional marketing support we're providing, there's great opportunity for our on trade customers to maximise their profits with Amstel in the coming months."

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, which was first brewed nearly 150 years in 1870, saw strong growth in the On-Trade in 2016, with +14.8% increase in value, proving popular with consumers looking for great value, premium-quality, continental lager. With the new Prudential RideLondon sponsorship increasing awareness of the brand, 2017 is set to be an even more successful year for operators as the growing number of passionate cyclists in the UK see Amstel's support for the sport.

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