Toyota's luxury car division, Lexus, is sponsoring a four-day charity bike ride from Land's End in Cornwall to Twickenham, London.
Cycling enthusiasts taking part in the Great British Bike Ride from September 1-4 are expected to cover around 80 miles on average each day.
Local rugby clubs will host the participants overnight as they make their way to the home of English rugby.
Planned as an annual event, the Great British Bike Ride is hoping to raise nearly £1.5 million for a host of charities over the next five years.
Event ambassador and rugby legend Richard Hill MBE said: "The Great British Bike Ride is not a race, it's a great way of making new friends, sharing a wonderful sporting experience and raising money for some excellent good causes.
"With Lexus's generous support, we are able to organise an event with excellent support and assistance for all the riders taking part. It is anticipated that the reception by the Twickenham crowds will be fantastic."
Paul Marshall, Lexus General Manager Marketing and Strategy, added: "Lexus is all about the pursuit of perfection and we are pleased to offer our support to all those men and women who will be doing their utmost on two wheels to bring in funds for well-deserving charities."
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