Cornwall-based Sharp's Brewery, best known for its Doom Bar cask ale, will be heading to the Cycle Show once again at Birmingham's NEC from September 26-28 - and this year, they'll be bringing their new Doom Bar Airstream to help lubricate thirsty punters, as well as introducing a cyling challenge with great prizes on offer.
The Atlantic Roller Racing rig allows four riders to race against each other at the same time, either in a head to head format or as a Devil Takes The Hindmost race, and it makes its debut at the show.
On the Saturday afternoon, cycling clubs from across the UK are invited to enter four riders into the inaugural Atlantic Roller Racing challenge. Just 16 teams will take part, but there are still places available and a great first prize on offer.
The winning team will get a weekend in the Cornish town of Rock, where Sharp's is based, plus dinner including drinks at Nathan Outlaw's Mariners Rock as well as a ride with Yanto Barker of Team Raleigh, one of Britain's top domestic riders.
Head over here to get your club entered. Don't forget that road.cc readers get a discount on tickets for the show. To book tickets for £11.50 instead of the usual £13.00, enter the code RCC when prompted here.
Simon joined road.cc as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.