Track Cycling Hospitality reinvented


STH was appointed by British Cycling as official hospitality provider for the 2016 UCI Track Cycling World Championships at the Lee Valley VeloPark.

It was the first time that the track cycling world championships had been held in the UK in nearly a decade and the list of riders competing included some of the greatest track cyclists on earth.

The event attracted more than 50,000 spectators cheering on famous British riders such as Jason Kenny, Laura Trott, Mark Cavendish and Sir Bradley Wiggins.

Our Role

As exclusive official provider of hospitality for the 2016 UCI Track Cycling World Championships we worked closely with British Cycling to deliver a superb track centre experience. Our aim was to increase the prestige and quality of the hospitality on offer in order to appeal to corporate clients and high net worth purchasers.

Using the event brand, we created a fully integrated marketing campaign that focussed on creating leads for our in-house sales team. We negotiated media deals with cycling publications and relevant newspapers and utilised our extensive database of more than 100,000 contacts in order to build interest in the unique hospitality services available at the event.

Our operations and guest experience teams worked with service, catering and temporary build providers to create fine dining at the centre of the race track allowing guests to get closer to the action than at any other sporting event in the world. We also purpose-built a temporary suite alongside the Lee Valley VeloPark which meant clients had a variety of hospitality options to choose from.


Revenue by direct sales team


The event was a triumph. Our programme was widely acclaimed as one of the finest hospitality experience delivered at a Track Cycling World Championship event. We clearly enhanced the event itself and also delivered commercial success for all stakeholders.

Hospitality guests
Meals served
First time a temporary structure was built to accommodate guests

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