The Cyclescape store owner will ride in his fifth Ballarat Cycle Classic, on February 15 and 16, and he’s hoping to get the rest of Ballarat involved. 

After receiving the naming rights to sponsor the event’s mountain bike challenges last week, Cyclescape is giving away a $500 gift voucher for one rider who registers and pays for their entry before January 13. 

“We have worked a lot with charities in the past ... it’s very rewarding,” Mr Britton said. 

Last year Mr Britton’s close family friend died of cancer. He said it was important to get behind charity events like the Cycle Classic. 

“Last year we did it in a relay. We had two teams ready to go,” Mr Britton

said. 

“But my friend actually passed away a couple of weeks before the classic.” 

Funds raised from the event will be donated to the Fiona Elsey Cancer Research Institute.

In the past the event has raised more than $876,000 for FECRI.

Next year, organisers are hoping to raise more than $1 million from the event. 

The Ballarat Cycle Classic is on February 15 and 16 and costs $85 for adults and $40 for children under 16. 

For more information, visit ballaratcycleclassic.com.au