One of the most prestigious names in motoring has announced it will sponsor the inaugural Tour de Yorkshire Ride.
Maserati has lent its name to the event as part of a new cycling initiative, which has been launched by the luxury Italian car brand to celebrate and promote the sport.
The Maserati Tour de Yorkshire Ride will see thousands of amateur riders follow in the tyre tracks of their Tour de France heroes.
A team of 100 management, staff and customers from Maserati will join the 6,000-strong sportive on May 3.
Peter Denton, region manager for Maserati North Europe, said: “The sport is highly contagious. We have seen an ever-increasing number of our dealership network and their customers get bitten by the cycling bug over recent years. For Maserati and its customers at least, it would appear that cycling is the new golf.
“The excitement generated nationally by last year’s Grand Départ was mirrored across our team and network, so the Tour de Yorkshire legacy event provides a suitably high profile ride with which to kick off our two-wheeled activity.”
Helping prepare participants for the event, will be Maserati cycling ambassador, David Millar, who will be offering expert insights into the particular challenges presented by the route’s climbs and how best to prepare.
The Scot, one of only two Britons to have worn the leader’s jersey at all three Grands Tours, said: “I am excited that two of my greatest passions in life are being combined and delighted to be involved from the start of what looks set to be a fantastic initiative.”
Maserati Cycling is a new company programme designed to celebrate the marque’s affinity with the sport and to offer a series of unique experiences for Britain’s road cyclists.
The Maserati Tour de Yorkshire Ride Twill start and finish at Roundhay Park, Leeds, on the morning of Sunday, May 3 and will precede the third and final stage of the Tour de Yorkshire Pro race later that day