With over 1,800 competitors in 2004, Sleepless in the Saddle has transcended its original post of The Other 24-Hour Race and become Britain’s (and, apparently, the world’s) favourite all-nighter. And now its development looks set to continue with the announcement of a new title sponsor.

A deal has been struck between UK Kona importers Paligap and SITS supremo Patrick Adams, and the event will be known as the Kona Sleepless in the Saddle until at least 2007. Paligap spokesbloke Ben Gaby said, “[We] agreed that Kona would fit in perfectly with the relaxed and engaging atmosphere of the weekend.”

The Paligap lot are no stranger to endurance events – the events now known as the Merida 100 series used to be the Kona 100 series and the Paligap office team is a regular sight at 24 hour and other enduro-type stuff.

More stuff, we dare say, at www.konaworld.uk.com.