Six Day London Launches With Sponsor Unveilings

Six Day London has confirmed details of its new partnerships for this year’s edition of the annual event, which combines international racing with a party vibe at the Lee Valley VeloPark, Queen Elizabeth Olympic Park.

This year Sony has confirmed as the official consumer technology partner, also sponsoring the elite women.

Also new for 2018, Switzerland Tourism will join Six Day London as the official tourism destination.

James Durbin, CEO at Six Day Cycling commented: “We are really excited to introduce some new sponsors this year in Sony and Tourism Switzerland and happy to be able to welcome back other for consecutive years. 2018 promises to be bigger and better than before.”

Amstel returns as the official beer partner, having backed the event since the inaugural Six Day London four years ago, while Eisberg will be returning for a second year as the official non-alcoholic wine partner, alongside their sponsorship of the Eisberg Sprinters. 

Both returning for a third year, London taxi firm, Addison Lee, will again be the official passenger services provider, while apparel brand, KALAS, joins Six Day London to provide all rider kits.

Bringing guests from around the world will be, Thomas Cook Sport – once again the official travel partner – with cycling magazine, Rouleur, returning for another year as the official media partner.

World Bicycle Relief will be the official charity partner, committed to helping people conquer the challenge of distance, achieve independence and thrive.

On the track, Mark Cavendish returns for a third year, having partnered with Pete Kennaugh last year, and Bradley Wiggins the year before.

The new partnership agreements were marked with a launch party at Ticketmaster’s HQ in Angel, hosting 100 guests alongside four-time world champion Max Levy and 2018 Commonwealth Games bronze medallist Chis Latham.

Six Day London will take place at the Lee Valley VeloPark, Queen Elizabeth Olympic Park from 23rd to 28th October 2018.