The Vélo Birmingham 100-mile cycle sportive this weekend has the potential to be one of the most "exciting sports developments" in the region.
That's the verdict of one of the event's Business 100 patrons, law firm DLA Piper, after the inaugural event sold out to general entries inside four days last September.
The 15,000-capacity, closed-road cycle, which takes place on Sunday September 24, starts and finishes on Broad Street in the city centre before taking riders through Worcestershire, Black Country and Staffordshire countryside, towns and villages.
The event quickly sold out to individual participants, however companies could enter through the Business 100 contest, which offers a VIP experience and exclusive networking opportunities.
Supported by DLA Piper, Greater Birmingham Chambers of Commerce and Birmingham Post, the Business 100 offers a dedicated starting wave and in-ride competitions.
All Business 100 teams were invited to the Park Regis Hotel at Five Ways for an exclusive networking evening.
Special guests were former professional cyclist David Millar and David Walsh, the Sunday Times journalist and best-selling author of Seven Deadly Sins, the story of his 18-year pursuit of Lance Armstrong.
Huw Dolphin, DLA Piper's managing partner in Birmingham, said: "We are extremely proud of our Birmingham office and the wider Midlands region.
"We see the importance to our business and employees of supporting the local community through various charity and development initiatives so when the opportunity to sponsor the inaugural Vélo Birmingham arose we could not refuse.
"We know a lot of avid cyclists, not only in our business, but within the local market.
"The event has captured the imagination of so many of these people who have also signed up and are taking part.
"The speed with which the general entries sold out showed this was the start of potentially one of the most exciting sports developments in the region so we knew this was an event which was not only really important for the city but one which so many of our clients, contacts and lawyers would be taking part in.
"We have entered several teams in the Business 100, with lawyers from Birmingham, Leeds, London, Amsterdam and Madrid taking part."