The London Freewheel, originally known for sponsorship reasons as the 'Hovis London Freewheel', was developed by the Mayor of London and Transport for London (TfL) to encourage and increase cycling participation, and promote cycling as a form of transport within London. The event was launched at City Hall on 26 June 2007 by the Mayor, Ken Livingstone, Konnie Huq and Tim Dewey, Marketing Director for the event's sponsor Hovis. Hovis contributed £300,000 out of the total £600,000 raised in commercial sponsorship and support.
