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Six Day London confirms Sony and Switzerland Tourism as new event sponsors


This year, Six Day London has announced Sony as the event’s official consumer technology partner. The global consumer electronics brand will also be sponsoring the elite women during the six-day track cycling race and will be joining the Six Day family for the first year when racing gets under way on 23-28 October 2018.

Also new for 2018, Switzerland Tourism will join Six Day London as the event’s official tourism destination. The organisation plans to ‘highlight the plentiful cyclo-tourism opportunities in Switzerland to a new audience’.

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

  • Since the inaugural Six Day London event at the Lee Valley VeloPark, Queen Elizabeth Olympic Park, Amstel has been the event’s official beer partner. This year is no different, with Amstel to be served at the race across the event.
  • Eisberg will be returning for a second year as the official non-alcoholic wine partner at Six Day London, alongside its sponsorship of the Eisberg Sprinters. The UK’s number one non-alcoholic wine will also be supplying the wines and spirits for Six Day London through its parent company Halewood International.
  • London taxi firm, Addison Lee, returns for its third year as the official passenger services provider of the event at Lee Valley VeloPark.
  • Apparel brand KALAS joins Six Day London for the third year to provide all rider kits. As a leading manufacturer of custom cycling gear in Europe, born 25 years ago out of a passion for cycling, the company has a rich cycling heritage and prides itself on ‘high quality and product innovation, aligned with the proud history of Six Day London’.
  • Bringing guests from around the world to experience watching the riders take on the Six Day London event, Thomas Cook Sport is once again the official travel partner.
  • As a magazine with a ‘true passion for cycling’, Rouleur returns for another year as the official media partner. A release from the Six Day organisers added that ‘representing ‘cycling excellence’ and becoming synonymous with the quality of its products and audience, Rouleur’s love of cycling will help capture the true visual spectacle that is Six Day cycling.’
  • World Bicycle Relief will once again be the official charity partner. The charity mobilises people through the power of bicycles. It is committed to ‘helping people conquer the challenge of distance, achieve independence and thrive’. Six Day London hopes to spread the message of the charity and its work.

World champion cyclist Andy Tennant said “Six Day is completely different to any other event we take part in throughout the year. The crowd really gets behind you and it’s a fantastic atmosphere; the competition is always fierce, and you always want to do better than the year before.”



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