Leading multi-specialist recruitment and training agency, Acorn, is sponsoring the 2017 Dalmatian Bike Ride for the second year running in aid of St David's Hospice Care.
The canine-themed charity bike ride was supported by just a handful of cyclists in its first year and raised £10,500. The total raised has now topped £131,000.
Organisers have now set themselves the target of raising £50,000 from the event in 2017.
The ride has involved more than 1,000 riders since it was first staged almost five years ago.
Exciting new routes are currently being considered for the Acorn Dalmatian Bike Ride 2017, which will be staged on Saturday, June 10. Organisers are hoping as many as 400 will saddle up in 2017.
One of the new routes for 2017 is from Brecon to Newport and Caerleon, 45-miles along the Monmouthshire and Brecon Canal towpath, with places for 196 pre-registered riders.
Cassie Ward, Team Leader for the Canal and River Trust which cares for the Monmouthshire and Brecon Canal, said: "We're really happy to support the Dalmatian Boke Ride 2017. The canal is a beautiful place to visit, home to a wonderful community of boaters, cyclists, walkers and more. It should provide a really scenic route for all those who take part in the event and a fantastic opportunity to continue our Share the Space campaign."
The Dalmatian Bike Ride which was ridden over two routes in 2016, one 20 miles, the other 40 taking in Newport, the Gwent Wetlands, Magor and Caerleon, raised a total of £30,000 for the Gwent-based charity.
Event organiser and keen cyclist Dave Rees, from St Julian's, Newport, said: "I can hardly believe what we have achieved over the past few years and how much we have managed to raise over the past five years - it's phenomenal.
"We were delighted to link up with Acorn as sponsor for the Dalmatian Bike Ride for the first time this year and to have reaffirmed that sponsorship for 2017. To think we just set ourselves the target of raising £2,500 in that first year and have now raised a total of £131,000 is mind blowing.
"We now want people to register to take part as soon as possible and to get fund raising so we can reach our target of £50,000 in 2017. Paying for someone to enter and giving it as a Christmas present could be perfect for the cyclist in the family."
Dave and his colleagues started the bike ride following the death of his father in law, John Dixon, who had been cared for in his last days at St Anne's Hospice, Newport.
Acorn's Managing Director, Matt Southall, added: "We all have personal experience of St David's Hospice Care and the marvellous work they do for our local community.
"We've been aware of the Dalmatian Bike Ride for some time and I'm delighted that we are continuing to play a part helping to raise awareness of the event.
"I will be joined by a number of colleagues on the ride in June."
Gemma Carter, of St David's Hospice Care, said: "We're very grateful to the Acorn Dalmatian Bike Ride for supporting us so brilliantly and staging such a fantastic annual event enjoyed so much by everyone from riders to supporters."
The cost per rider has been held at £20 per person which includes an event t-shirt, however riders can pay and extra £15 and receive a full cycle top.
There will be a barbeque at the end of the ride at The Priory Hotel garden in Caerleon which will be attended by Cruella De Ville and her Dalmatians.
Riders can register online at www.stdavidshospicecare or by visiting www.dalmatianbikeride.com