To mark its sponsorship of Prudential RideLondon, Amstel Bier has assembled an amateur cycling team of men all called Mark Cavendish, coached by the famous cyclist 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 the team can be viewed here:

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.”

The new Prudential RideLondon sponsorship follows an on-pack promotion giving consumers the chance to win a team entry into the race, and will further increase awareness of the brand and help 2017 to be an even more successful year for retailers as the growing number of passionate cyclists in the UK see Amstel’s support for the sport.