Will You be Promoting Murdoch's TV Company?

With the Sky Murdochride coming up soon, it is well worth putting this kind of event into perspective.

Here's a view from the Ealing 2010 ride by velopoly. I found it whilst searching for more Brox related information.

I’m pretty sure that Sky don’t actually give a flying toss about cycling either – I think it’s more that they realise that they can get a lot of value for money sponsoring what was formerly known as the London Freewheel. Everyone gets a luminous yellow bib emblazoned with their logo and even misanthropic bloggers like me end up referring to the day as the “Skyride”. I don’t know about you, but every time I call it that, I get a little bit of sick in my mouth.

Why don’t I like it? Well, I suppose mainly it’s because I don’t like the implication that riding a bike is a leisure activity that should only be undertaken on closed roads, whilst wearing hi-viz and a helmet, under the strict control of a bunch of marshalls. It’s selling a complete lie of course, but thousands of families seemed to be buying into it. Actually, if there’s one day when it wasn’t necessary to make your kid wear a helmet, it was probably today, but that’s another argument all together.