Uprise Bikes, a pioneering brand committed to innovation and accessibility in cycling, has been announced as the new title partner of the closed road Wales Sportive in an exciting 3-year deal

One of the most renowned cycling events in the UK, this exciting partnership marks a new chapter for the event, promising an enhanced experience for participants and spectators alike.

Part of the global LCW multisport festival The Uprise Bikes Wales Sportive, set to take place on 28^th June 2025, will welcome thousands of cyclists to the stunning Pembrokeshire Coast National Park. Known for its challenging routes and breath-taking scenery, the sportive attracts riders of all levels, from passionate amateurs to seasoned athletes with 40-, 70- and 112-mile options on offer. With Uprise Bikes as the lead sponsor, the event will introduce new features, including dedicated support zones, enhanced rider resources, and an increased focus on sustainability within the cycling community.

Steve Edgell, Managing Director at Uprise Bikes, will be joining the team at Long Course Weekend, "We are thrilled to be the official sponsor of the Uprise Bikes Wales Sportive at this year’s Wales Long Course Weekend. As a brand dedicated to inspiring adventure and pushing boundaries, we’re proud to support an event that challenges athletes to go further and ride stronger.”

“What makes this event truly special is its inclusivity—welcoming everyone from elite distance triathletes to those taking on an endurance ride for the very first time. With route options ranging from the full 112-mile Ironman distance to a more accessible 40-mile ride, the Uprise Bikes Wales Sportive offers a challenge for every level of cyclist. Even those with e-bikes are encouraged to take part, making this a celebration of cycling in all its forms. We look forward to witnessing the incredible spirit of endurance and community that defines this event."

Uprise Bikes is a fresh face in the UK cycling retail industry, but their roots in cycling go way back.  Collectively, their team boasts well over 250 years of cycling experience spanning across road cycling, mountain biking, gravel riding, day-to-day commuting, and everything in between.

This experience has allowed them to quickly make a name for themselves as being the destination for high-performance bikes, from the world’s biggest brands, for all riders and terrains, all backed by expert advice and an unbeatable service.

Event organisers Activity Wales Events have also welcomed the partnership, highlighting the shared commitment to growing participation in cycling and supporting riders throughout their journey.

“This is a huge signing for LCW partnerships and we’re excited to be working with Steve and his expert team,” said Oliver Duckett, Global Relationship Manager at AWE. "As an experienced retailer run by riders, for riders, they truly understand what cyclists need—both on and off the bike. Their passionate team lives and breathes cycling, and some of their staff will be taking part in the event alongside fellow competitors. They’ll also be on hand to offer expert advice, helping riders find the perfect setup, as well as providing dedicated support throughout the event.

This partnership reflects our deep commitment to the cycling community, ensuring athletes have the best resources, knowledge, and equipment to elevate their performance before, during, and after race day."

The Uprise Bikes Wales Sportive will also offer electric and hybrid bike options across the 40- and 70-mile routes to cater to different levels of experience, ensuring that everyone, from first-time participants to elite cyclists, can enjoy the challenge. Riders can expect well-supported feed stations, expert guidance, and an electric atmosphere throughout the event. Culminating in the world class LCW Wales finish line.

Registration for the event is now open, and cyclists are encouraged to secure their place early. For more information and to sign up, visit www.thewalessportive.com.

www.uprisebikes.com