Freewheel to be the new national sponsor for the Mercedes-Benz UCI Fort William MTB World Cup

author By Jos Dyer, 3 weeks ago
In news that we’re incredibly excited to announce, Freewheel is the new national sponsor for the Fort William round of the Mercedes-Benz UCI Mountain Bike World Cup for 2022.

The Fort William Downhill World Cup is undoubtedly one of the most iconic MTB events on the planet. Hosting the world’s best downhill riders since 2002, it’s the only DH World Cup round in the UK and boasts an atmosphere unlike any other. After an unfortunate, enforced two-year break, Fort William will be back and better than ever for 2022. Once again up to 20,000 people can get up close and personal with all their favourite athletes as they storm down the famous Aonach Mor hillside and into a super loud finish area packed with fans from across the UK and beyond. 

Freewheel is an e-commerce website designed to support independent bike dealers by helping them have an online presence. When you buy on you’re helping support a local bike shop as a bricks-and-mortar bike shop will receive commission from almost every sale made on the website.  

Dominic Langan, CEO of Madison, said: “Fort William has been the home of the UCI World Cup since 2002, attracting thousands of mountain bike enthusiasts from all over the world to see the best riders in the world. It is certainly a highlight of the race calendar for me and over the years I have enjoyed watching some spectacular races and riders - including our own team and those we have sponsored over all the years. For 2022 I am delighted we are able to be the Exclusive World Cup National Main sponsor with Freewheel, which provides us a great opportunity to amplify what Freewheel is all about to a fully engaged audience and to help drive business to our nationwide network of local independent bicycle shops.”

Will Longden, manager of Madison Saracen and former World Cup DH racer said: “Fort William World Cup is an iconic race with an atmosphere and following like no other event on the mountain bike calendar. The drama unfolds on race day like a blockbuster movie and of course the UK riders all come into the finish arena welcomed as heroes. 

“I get goose bumps talking about it because I’ve lived this race from the start hut in one of the best rides of my career and I’ve lived it in the finish bowl as Madison Saracen Team manager watching Matt Walker take the win. Nothing can match that feeling... and after a two-year break, 2022 Fort William World Cup promises to be the best one yet. Do not miss it!”

Find out more about Freewheel and learn how you can support your local bike shop online by visiting the website or following on social media:
- Website: 
- Facebook: 
- Instagram:
- Twitter:

More you might like

Madison to distribute Yorkie Protein Bars to UK cycle industry

Sportline appoints Mark Pippin as Bike Director

Shimano 105 R7000 offers race-inspired performance for greater riding styles