POWERADE TO FUEL RIDERS AT NORTHERN ROCK CYCLONE CHALLENGE

[veloriders]

Sports drink Powerade has announced that they are backing the Northern Rock Cyclone Challenge sportive for 2010. The drinks will be distributed at feed stations on the 33, 63 and grueling 104 mile routes. Welcoming the news, Northern Rock Cyclone organiser Peter Harrison said: “It’s great to have Powerade supporting us in 2010 to quench the thirst of riders in the Northern Rock Cyclone Challenge sportive.”

Powerade is produced and distributed in the UK by Coca Cola Enterprises (CCE). 2010 is the second year that it has been involved in the event.

CCE regional operations manager Simon Patterson said: “The Northern Rock Cyclone Challenge sportive is for beginners and hardcore cycling fans alike, so is a great opportunity for Powerade. We’ll make sure there are enough drinks at the feed stations for some very thirsty riders!”

Powerade is an isotonic sports drink which is ideal for people who do lots of sport and exercise, and is recommended by a range of sporting bodies and professional coaches.

Developed in conjunction with major sporting institutions to help improve performance and also provide hydration before, during and after sport, Powerade is available in berry and tropical fruits, cherry and orange flavours.

The Northern Rock Cyclone Challenge is part of a top weekend of cycling in Newcastle and Northumberland. The weekend kicks off on the evening of Friday 11 June with the thrilling wheel-to-wheel racing of the Leazes Criterium races in Newcastle’s Leazes Park.

The Northern Rock Cyclone Challenge sportive takes place on Saturday 12 June and is the biggest sportive in England. With great feed stations supported by Powerade, a photo of every rider available and a free certificate available for every rider, it is also one of the best supported.

The Northern Rock Cyclone weekend comes to a head on the Sunday with the Beaumont Trophy Premier Calendar race. Won in 2009 by Bradley Wiggins, the race takes in the beautiful countryside – and challenging riding – of the Northumberland countryside.

Full details, including routes and online entry details for the Northern Rock Cyclone Challenge are available at www.northernrockcyclone.co.uk. You can also follow the event on Twitter at www.twitter.com/nrcyclone and by joining the ‘Northern Rock Cyclone’ group on Facebook.
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