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Mad Hare announces Veloforte as new title sponsor for 2022

7 Dec 2021

Mad Hare has announced leading sports nutrition brand Veloforte as its new title sponsor for the 2022 series. To celebrate the partnership, Veloforte will be providing participants with exciting offers throughout the pre-ride training programme of the Mad March Hare, as well as providing a Veloforte feed station at the halfway point of this iconic 100km ride. 

Veloforte’s products are made with 100% natural ingredients, and are free from gluten, dairy, preservatives, and additives. Vegan and vegetarian options are also available. The typical sports nutrition that has been dominating the shelves for decades fails to meet Veloforte’s three key values – Natural, Powerful, and Delicious. The company uses nature’s finest ingredients to create recipes that delight the senses, enhance physical performance, productivity and wellness naturally, and inspire active people everywhere to #fuelbetter. 

Charles Littlefair, Cube Management’s Commercial Manager, said: “Veloforte is a premium brand offering all cyclists top of the range products for training and events. We are extremely excited to partner with Veloforte for next year’s events and are looking forward to continuing to develop the partnership for both 2022 and beyond.” 

Steve Marson, Co-Founder and Managing Director of Veloforte, said: “We are delighted to be working with and supporting the Mad Hare 2022 event series with our award-winning natural sports nutrition products and look forward to developing a long-term relationship with Cube and the Mad Hare event series.” 

To learn more about multiple Gold Great Taste Award winners Veloforte and its products, visit the website or follow the company on social media: Facebook, TwitterInstagram. 

The Veloforte Mad March Hare sportive event will take place on Sunday 20th March 2022. The 100km picturesque ride sees participants starting from Longbridge, Birmingham, and heading out over Clent, and through the Wyre Forest before heading back to HQ via Lickey Hills. For more information, and to sign up, visit the MadHare website.


Part of the Cube International group, Cube Management is at the forefront of reimagining and redefining how events, brands and businesses connect and engage with their spectators, fans and visitors across the globe.