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.
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 to appeal to corporate clients and high net worth purchasers.
Using the event brand, we created a fully integrated marketing campaign that focused on creating leads for our in-house sales team. We negotiated media deals with cycling publications and relevant newspapers and utilised our extensive global database of contacts 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 racetrack, 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.
More than 1,500 hospitality guests
6,000 meals served
Unique hospitality experience at the centre of the racetrack
Our world class sports and hospitality services ensure spectators can completely immerse themselves in the passion and drama of the occasion and enjoy a shared experience they will remember for a lifetime.
STH is a partner that you can trust. With the strong backing of our shareholders – Sodexo and the Mike Burton Group – the foundations of our business is secure, and their expertise is also called upon when required to further enhance the professionalism and expertise we bring.
We are industry leading, innovative and trustworthy, with a long and enviable track record of consistent excellence across some of the biggest sporting events in the world.