Chain Reaction sponsors The Cycle Show

Chain Reaction Cycles, ‘the world’s largest online bike store’, has confirmed its sponsorship of The Cycle Show, a new cycling based TV chat show that premieres in the UK at 20:00 GMT on Monday 23 July on ITV4.

Chain Reaction Cycles Marketing Manager Damien Duggan said “This is another positive signal that cycling is finally hitting the mainstream, so we’re delighted to be supporting such an exciting new show. The beauty of The Cycle Show is that it’ll appeal to a wide range of viewers, and with its debut to coincide with the start of the London 2012 Olympics we hope it’ll inspire more people to discover the joys of riding.”

The 8 x 30 minute series, produced by Century TV, will air in HD on Monday evenings at 20:00 from 23 July and will be repeated on Saturdays at 17:30 and on Sunday mornings. It will be available on ITV4+1 as well as the ITV Player.

The programme will be presented by Graham Little with support from Rob Hayles and Anna Glowinski and will be filmed on Sundays at the Look Mum No Hands café in Old Street, London.

Following the latest cycling news and trends, the show will also include features with a two-wheeled theme, from Top Gear style challenges to technical know-how. With riding adventures and interviews from cycling legends, The Cycle Show looks at the lifestyle and fashion as well as the sport, across all disciplines.

Regulars will include a Rolla Sprint Challenge, supplied by Rollapaluza, and the first few shows will feature names such as Eddy Merckx, Nigel Mansell, Wayne Hemingway, Graham Obree and Gary Kemp.

Century TV Managing Director Rohan Browning said “We’d really like to thank all of the people who have believed in and backed this series, particularly our sponsors Chain Reaction Cycles. We feel that there is a real gap in the market for a programme such as this and we’re looking forward to getting the show underway. ITV4 are an ideal partner for a programme such as this and it will really compliment their cycling portfolio.”


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