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MASERATI GIVES PERFORMANCE BOOSTTO BRITISH CYCLISTS
Published by Gbaf News
Posted on March 19, 2015
4 min readLast updated: January 22, 2026
Global Banking & Finance Review®
Company
Published by Gbaf News
Posted on March 19, 2015
4 min readLast updated: January 22, 2026
As part of its new Maserati Cycling initiative, the luxury Italian car brand announced its title sponsorship of the inaugural Tour de Yorkshire Ride (Sunday, May 3) and has unveiled David Millar as its Maserati Cycling ambassador.
Maserati Cycling is a new 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 rapid growth of road cycling in the UK has been particularly evident amongst Maserati customers and employees, whose passion for performance, sporting excellence and design provides a natural conduit to the sport. Through Maserati Cycling, the company will aim to embrace this passion and is committed to supporting its continued growth.
The Maserati Tour de Yorkshire Ride will see one hundred Maserati management, staff and customers join the 6,000 strong sportive tackling a tough course over much of last year’s Tour de France Grand Départ route, and as part of its sponsorship Maserati is keen that every rider enjoys an enhanced experience.
The launch of Maserati Cycling Leeds Town Hall David Millar Gary Verity …
Peter Denton, Region Manager for Maserati North Europe comments: “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 Maserati Tour de Yorkshire Ride, 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, is a lifelong Maserati fan and lists the Maserati Ghibli II 2.8 GT as his dream car. He has never wavered in his dream to own a Ghibli, and despite previously coming close, is thrilled to finally take the keys to one as part of this new partnership.
Millar comments: “Just like the sport of cycling, motor sport is steeped in history, and the Maserati brand has played a key role in this rich heritage, through 100 years of engineering innovation. 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.”
The Maserati Tour de Yorkshire Ride
Organised by ASO and Human Race, the Maserati Tour de Yorkshire Ride will see six thousand riders tackle one of three routes of 50km, 108k and 140km.
Sharing parts of last year’s Grand Départ route, which caught out a lot of the Tour de France peloton, the challenge is a hilly one, dotted with a number of steep climbs including the ‘Cote de Goose Eye’ and famous ‘Cote de Cow and Calf’ up onto Ilkley Moor.
In line with its ambition of enhancing the experience of the British cycling community, Maserati has recruited Michelin-starred chef, Alan Murchison, an age group duathlon world champion to apply his skills at one of the ride feed stations.
The exact recipes remain under wraps, but Murchison is excited by the challenge of thrilling the hordes of ravenous riders, adding, ‘As a keen cyclist myself, I know how tired you can get of sticky sports nutrition by the end of a ride. I will be looking to use fresh Yorkshire produce and apply an Italian twist to surprise and delight riders, and give them the boost they need to see them home.’
The ride will 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.
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