Why Ford’s sponsorship of Ride London shouldn’t be considered greenwashing

Ride London has been saved, ironically, by a car company. Ford will be the sponsor of Ride London for the next three years. On the face of it, the partnership seems an unlikely one that has only served to anger many in the cycling community. However, dig a little deeper, and the logic behind the decision could be brilliant.

The news that Ford will sponsor Ride London will likely be met with the same greenwashing accusations as Shell’s controversial sponsorship of British Cycling. However, unlike the oil giant, Ford’s motivation behind this partnership is not driven by a desire to brush over its harmful environmental impact. Instead, the car manufacturer is raising awareness of a campaign to encourage Londoners to walk and cycle short journeys instead of driving their car. And when they need to drive, Ford’s sponsorship encourages them to do so in one of their electric vehicles.