Sky Sports sponsors the London Freewheel

It has been announced that Sky Sports are the title sponsors of the London Freewheel in 2008. This is a devastating blow. Last year the sponsors were Hovis and we got free sandwiches. I'm not exactly going to get a free satellite dish out of it, am I?

The freewheel is a good event, is free, and takes place in the second half of september. It's worth making the effort for if you can get into London.

Further reading: Press release about a summer of cycling and an Evening Standard article where Boris exalts Londoners to dust off their bikes. Also, here is a summary of the freewheel. Finally, the BikeforAll site on the freewheel sponsorship.