Cycling events promoter, Madison Sports Group (MSG) has announced the launch of Six Day London, an elite track cycling event.
The announcement will see six day racing, which features races on six consecutive evenings, return to the UK after a 35 year absence from 18th-23th October in London’s Lee Valley VeloPark.
Six Day London could reach up to 34,000 spectators over the six nights and 3,600 via hospitality in the Queen Elizabeth Olympic Park, where crowds will see men’s, women’s and junior events as well as DJ sets and light shows.
Attending the announcement were the most successful sprinter in Tour de France history Mark Cavendish MBE, who was unveiled as a partner of MSG, and Britain’s most successful Olympian Sir Chris Hoy, who will be acting as an ambassador for Six Day London.
Mark Darbon, MSG CEO said: “We intend for Six Day London to become a must see event on the UK sporting calendar and we’ve been working with Mark and Chris to ensure we deliver incredible sporting action with world class riders and teams.
“To support that, we will develop partnerships that help complement the sport and the fans. The fan experience is very important to us, for those in the arena and watching on TV. As such, we’re investing heavily in in-venue sports presentation and entertainment to ensure the atmosphere for ticket holders and hospitality guests is electric. And, we’re working with broadcasters to offer a new perspective for fans, looking to events such as the America’s Cup for inspiration in using technology to ensure the sport is as exciting and as accessible as possible.”
Cavendish added: "I am excited about Six Day London and the sport of Six Day racing returning to the UK. While working with Madison Sports Group I have been incredibly impressed with their vision for the sport and their approach to create the best cycling events in the World.
“I have no doubt that they will deliver groundbreaking spectacles for athletes and fans alike, helping to take the sport to the next level."
Hoy commented: “Track cycling is one of the most exciting spectator sports in the world and the innovative ideas that Madison Sports Group have around the promotion and development of Six Day Racing are extremely exciting.
“I'm looking forward to being a part of that and to being closely involved with a new generation of London Six Day races."
There will be a 72-hour ticket pre sale for British Cycling members. Tickets and hospitality packages go on sale to the general public at 11am Saturday 4th July.