Every year in June, The FireFlies cycle over the Alps to the Cannes Lions International Advertising Festival. The challenge is to ride more than 1,000 kms over 20+ mountains in 8 days.

The FireFlies are committed to raising money for Blood Cancer UK, a leading charity which funds research into the treatment of leukaemia and cancers of the blood. Inspired by the courage it takes to fight cancer, the riders tackle the gruelling climbs of the Tour de France.

Our motto is ‘For Those Who Suffer We Ride’.

The FireFlies Tour was established in 2001 by Sandy Watson Scott (then Head of Broadcast, M&C Saatchi). “When cancer strikes a member of your family, it becomes personal. I first met Hannah and David Lewis in 2000. Their daughter, Catherine, had died from leukaemia in 1991, aged 27, and they were determined to help other families affected by blood cancer. They asked me to get involved and I decided to set up a new event within the advertising and creative industries. My aim was to raise money for leukaemia research at Hammersmith Hospital, where Catherine had been treated by pioneering haematologist Professor John Goldman.”

“I thought about a cycle ride and was in RSA Films' reception, when Adrian Moat and Nick Livesey wheeled their bikes past me. I discovered they were planning a cycling holiday across the Alps, arriving in Cannes during the 2001 Lions Advertising  Festival - a light bulb moment! With a big YES, they agreed to ride for charity, for those families affected by leukaemia. Cyclists Jake Scott, Tim Page and Chris Haworth were recruited, and with the backing of RSA Films, Sir Ridley Scott and the late Tony Scott, the Lions Ride was born.”

Over the last 20+ years the ride has grown to hundreds of riders who have made the challenging journey across the high Alps — raising a total of more than £2.3 million for Leukaemia research and treatment. We have welcomed veterans and new riders from countries all over the world including Australia, Chile, Dubai, India, France, Brazil, USA and Holland.

RSA Films is the Tour’s premier sponsor. It has been generously supported from the outset by Directors, Sir Ridley Scott and the late Tony Scott.

For all sponsorship enquiries, please contact Executive Producer Laine Lindsay Law LLL@TheFireFliesTour.com

FIREFLIES WEST

The FireFlies West launched in 2007 and now attracts 50 cyclists a year riding down the coast of California from San Francisco to Los Angeles.

www.fireflieswest.com

FIREFLIES ANTIPODES

The FireFlies Antipodes launched in 2015 and featured a bunch of pioneering Flies riding through the breathtaking landscapes of New Zealand.

www.thefirefliesantipodes.com