Track cycling event, Six Day London, has signed a title sponsorship deal with Phynova ahead of the Queen Elizabeth Olympic Park event in October this year.
The British natural healthcare products manufacturer’s deal marks the first time the London race has partnered with a title sponsor.
Ahead of October’s event at the Lee Valley VeloPark, Phynova will be activating its partnership with both fan and cycling club engagements, including social competitions and initiatives aimed at fans.
James Durbin, chief executive of London Six Day owners Madison Sport Group, said: “We feel that Six Day London can represent a seamless crossover between the healthcare company’s customers and our own fans.
“To have Phynova come on board as our first ever Six Day London title partner is such an exciting prospect, and it joins an already strong line-up of partners for this year’s event.”
Robert Miller, Phynova founder, added: “We feel that the ethos of Six Day London in caring for the wellbeing of their fans truly complements Phynova’s objective of helping people live an active, pain free life.
“We can’t wait to welcome everyone to our booth at the event and share how we can support them in staying comfortable out on their bikes.”
Phynova joins at the top of a list of new and returning sponsors for Six Day London’s 2018 event, including Sony, Amstel, and Addison Lee.
In terms of star riders, confirmed for this year’s event is Mark Cavendish, as well as other Olympic and World Champions across both men’s and women’s competitions.