Date: 08.06.2012

Posted by: Kirsty

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We R Interactive is cheering on former England and Arsenal full back and BBC football pundit, Lee Dixon in the Dallaglio Flintoff Cycle Slam 2012supported by Virgin Media, by donating the proceeds of today’s in-game coin purchases for its online football game I AM PLAYR to the campaign.

Lee Dixon contributes script and storyline ideas for I AM PLAYR and has also lent his financial backing to We R Interactive, the company behind the game.

The Dallaglio Flintoff Cycle Slam 2012, supported by Virgin Media and Halfords the Official cycling Partner, which kicked off on 23 April sees Lee and other core riders including Graem Le Saux and Sam Branson join England rugby international, Lion, and World Cup winner Lawrence Dallaglio and England cricketing legend Andrew ‘Freddie’ Flintoff  take part in the ride of their lives to raise funds for Cancer Research UK and Great Ormond Street Hospital.

Cycling 2,872 km across Europe from the birthplace of the ancient Olympic Games – Olympia, in Greece – to the venue for next year’s Olympic Games – London, the route is made up of five stages, each of 4 or 5 days, with a rest day in between. The epic journey has so far taken them up through Greece and Italy, across the Swiss Alps, and will now travel through the Champagne region, and the legendary one day Paris-Roubaix ride before reaching its final stop in London on 18 May.

With three days left to go, the campaign has raised over £1.7million and the team now needs the public’s support to reach that all important £2.012 million target.

You can donate by:

1.     Sponsoring Lee via his Just Giving Page www.justgiving.com/dixon-on-a-bike and Lawrence and Freddie on their Virgin Money Giving page.

2.     2. Texting SLAM5 or SLAM10 to 70300 and £5 or £10 will be automatically added to your phone bill.

3.     3. Downloading a song from Lawrence and Freddie’s motivational playlists on fairsharemusic

And you can keep up to date with how the fundraising and the ride are going on the Cycle Slam website and via Twitter @dallagliocycle.

Oli Madgett, Co-Founder of We R Interactive commented “I AM PLAYR is now played in 210 countries around the world so what better way to show our support for this incredible campaign than by donating the proceeds of in-game coin purchases from our players across the globe. We’re looking forward to heading down to the finish line on Friday to welcome the guys home.”


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