The publication, the 'Rough Guide to Cycling in London', is a joint venture between Rough Guide, Transport for London and Trek bikes. It has a print run of 200,000 and will be distributed free via Trek dealerships across the capital and music retailer HMV.
Chris Bennett, Capital Radio group sales director, said: "This is a great example of a simple idea coming to market through five well-placed and expert partners. 104.9 Xfm is the perfect media platform to shout about this new publication for Londoners who want to get out and about on a bike."
The sponsorship deal provides on-air promotion of the guides and branding for HMV and Rough Guide. It also includes an on-air competition on Kevin Greening's mid-morning show, which will give away a Trek bike.
A spokesman for Rough Guides said: "Transport for London and Rough Guide are delighted to announce that 104.9 Xfm and HMV have been chosen as their preferred distributors of the 'Rough Guide to Cycling in London', as both are a perfect brand fit for Rough Guide's audience."
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