Despite the devastation wrought by the coronavirus pandemic, Ballarat businesses did not hesitate in signing up to sponsor this year's Cycle Classic.
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All money raised goes straight to the Fiona Elsey Cancer Research Institute, based on Lydiard Street, which produces world-class research.
The event, on February 21, is a favourite for many and FECRI's major fundraiser for the year, with road bike rides across the district and around Lake Wendouree, and mountain bike challenges at Black Hill for people of all skill levels.
Now in its 14th year, there's also virtual road and mountain bikes rides and a half-marathon, joining the six-kilometre walk around the lake and the SPUD100 - a 100 mile (160km) ride through Bungaree in honour of the charity's patron, the late Danny Frawley.
Tickets are selling fast, with more than 50 per cent of participants coming from Ballarat so far, according to organisers - many of them are aiming to spend the entire weekend in Ballarat, providing another economic boost.
To help run the event, sponsors put their money where their mouth or provide in-kind services to make everything run smoothly and get maximum benefit to FECRI.
"In these uncertain times, it is encouraging that businesses have been able to rally to support this community cause," FECRI's Sarah Stapleton said in a statement.
"Without this support, there would be no event."
There's never been a more important time to support community causes - Sovereign Press managing director Brad Wooton said this was "the best time to do it".
"It's showing initiative from local businesses to support local research," he said.
"Plus it's an event for the community to come back together (after COVID) - it's a great fundraiser, a great community event, and a great day for families."
Nature's Cargo's Ben Wilkie said his business had supported the event "since its inception", and this year was no different.
"We feel it's really important for the community to get behind this," he said.
"Our family's been affected by cancer on both sides, as most families in the community have, so I feel it's really important - it's such an incredible facility to have right here in Ballarat."
For CycleScape's Matt Britton, it's about giving back to the community.
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"We wouldn't be here without them," he said.
"We've been involved with Cycle Classic a fair bit, for a number of years now - it's such a great thing to have such a world-recognised facility here."
To enter or find more information, or to donate, visit ballaratcycleclassic.com.au.
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