What we were asked to do
Having helped to deliver the Pearl Izumi Tour Series in 2015, the first time such a major cycling race had been held in the town centre, we were again contracted by the London Borough of Croydon to help deliver the 2016 race.
Taking place on a new course, on the southern edge of the town centre, we were responsible for publicity, spectator management and experience and the community elements of the event which took place throughout the day.
Aims included showcasing Croydon as a destination capable of hosting large-scale sporting and cultural events, promoting cycling in the borough and helping to improve the perception and reputation of the town, particularly Croydon Restaurant Quarter which borders the circuit.
How we did it
White Label worked closely with Tour Series organisers Sweetspot and the local authorities on the logistics, new route and publicity material for the event and helped to minimise disruption to residents and local businesses throughout the day.
We also arranged sponsorship and organised and facilitated the community elements during the day. As well as stalls and stands in the town centre this included making use of the race circuit throughout the day where – despite pouring rain – we hosted a series of races for schoolchildren, a Wheels for Wellbeing event for disabled cycling and a fundraising race for Croydon Commitment among activity taking place during the day.
In the evening thousands of people lined the streets of Croydon for two showpiece races and the event went off without a hitch.
And the results speak for themselves
Over 10,000 watched the races in Croydon Town Centre which were broadcast in 100 countries on Eurosport and also on ITV4. Our social media support (@croydonbikerace) trended on twitter on the day, and built up more than 270 followers in just six weeks.