THE ANNUAL Isle of Wight Cycling Festival has a new title sponsor, cycling navigation experts, Mio.
Mio, one of the world's leading GPS manufacturers, has signed a sponsorship deal for the event between September 22 and 29 this year.
The firm recently launched the Mio Cyclo series, a new range of navigation devices aimed specifically at recreational and sportive cyclists, according to the Isle of Wight Council.
The event, which first began in 1996 and was re-launched in 2004 by the Isle of Wight Council features almost 60 rides including the infamous Hills Killer Challenge.
There will also be a range of competitions this year with prizes including a new Mio Cyclo navigation device, two 'toddlebikes' which are designed for toddlers aged 18 to 36 months, and a range of cycling equipment, said a spokesman.