Six Day Cycling

Madison Sports Group, owners of the Six Day Track Cycling event series appointed WePlay to support their ambitions in driving awareness, consideration and ticket sales for their flagship event being held at the London Velodrome.

With data being the backbone of our activity, WePlay developed a three-phase campaign from the launch in May to the event in October. The campaign targeted multiple audience segments, from cycling enthusiasts to big-sport eventers, as well as stag and hen parties within the Greater London area.

The campaign was an astounding success, with our strategy and activation helping to sell out the London Velodrome – breaking the attendance record for the venue in the process. Subsequently, WePlay were appointed to work across the entire Six Day Cycling Series, which includes races in Amsterdam, Copenhagen, Mallorca, and Berlin.