Manchester, UK, April 2017: One of Britain’s oldest bike brands, Viking, has been named as the title sponsor of the world’s most accessible cycle sport, the UK StreetVelodrome Series for 2017.

The televised series will be called The Viking StreetVelodrome Series. The deal takes the relationship a step further after Viking were named as the official bike partner of the series earlier this year.

StreetVelodrome is a unique pop up cycle sport event which tours the UK. It appears in town and city centres right across the country as well as at some of the UK’s biggest cycling events. A key part of the tour is the Viking StreetVelodrome Series, a televised elite and amateur competition which sees the best male and female riders battle it out for the national title.


This year the pro rider line up is looking like the best coming together of elite cycling talent so far with European Downhill Champ Veronika Widmann from Italy, British Champ Harry Molloy, Canadian freestyle BMXer Kara Gaetz-Bruce and TeamGB ace Shanaze Reade joining in the action. They will be joining the Series regular pro riders including Anna Glowinski, Patrick Robinson, Jess Stone and Rowena Price.

The Viking StreetVelodrome Series is aired on BTSports and the Bike Channel as well as being distributed across the globe and shown in over 80 countries. Events take place across the UK and Ireland, with Round 1 in Dublin city centre on 11th June and the all-important SuperFinals will be held in Canary Wharf on 10th August.

Multiple title holder and TeamGB Olympian Shanaze Reade will make her StreetVelodrome debut in 2017

The Series, with its innovative pop up banked track, gives thousands of local amateur cyclists up and down the country the chance to take part in cycle sport for free. There are no entry fees to Viking StreetVelodrome Series events and expert pro rider coaching is provided, as well as free loan of helmets and of course bikes.

As title sponsors and the official bike partner, Viking supplies all competitors - whether in the pro or amateur category race – with equally specified and prepared Viking race bikes. This is unique in cycle sport and gives everyone equal opportunity to compete.

Viking bikes are distributed by Avocet, one of the leading distributors of bikes in the UK. The design ethos at Viking Bikes has always embraced the needs and aspirations of its riders since the brand was originally launched in 1908.

They have continued to build on the values of quality, style and durability and offer a range that fits all rider’s needs, from the traditional road bike through to modern electric bikes.

The objective of the Viking StreetVelodrome Series is to entertain, engage and inspire new audiences into the sport. Viking’s range of bikes range reflects this aspiration, encompassing a wide selection of models to suit ever increasing demands of changing lifestyles, making cycling an easy option for everyone.

Canary Wharf will host the 2017 SuperFinals on 10th August

Viking StreetVelodrome Series Director, Carl Thompson, said: “This is a major step forward for the UK series and an endorsement of the energy and enthusiasm for cycle sport we generate everywhere we visit. Viking Bikes has a historic legacy in British cycling dating back over one hundred years and now its at the forefront of creating the next generation of cycle sport fans.”

Steven Walsh, Managing Director, Avocet, said: “StreetVelodrome is a good fit for Viking and we are happy to take our relationship with them a step further.

“Viking is all about making cycling more accessible and about driving as many non-cyclists to the sports as possible, so in this sense there is a lot of crossover between our values and that of StreetVelodrome.

“Our designs have adapted over time to fit with changing lifestyle and modern environments, but our ethos has always been the same: to design bikes that not only to inspire people to ride, but to make it fun and engaging when they do so.”

The online ballot for free amateur rider race entries is now live. Registration for the ballot can be found in the ‘Join In’ section at If successful amateur riders will be competing alongside Olympic medal winners, national champions, record breakers and international athletes from all types of cycle sport, including TeamGB ace Shanaze Reade.

For more information about the Viking StreetVelodrome Series visit For more information on Viking Bikes visit


Avocet is a leading distributor of bicycles, bicycle parts and accessories in the UK and, with their joint venture partner Pentagon in Germany. Avocet is the leading distributor of E–bikes in the UK and supports the Independent Bike Dealer market with a range of branded products whilst also supplying leading retail chains mostly with own-label products. In Q4 of 2016 Avocet launched several new brands into the UK and European markets which are sold exclusively through IBDs. Several of Avocet’s established brands either have been launched or will soon be launched in India. Their Viking brand has a history dating back to 1908.

In 2015, the world’s biggest bike manufacturer by volume, Hero Cycles, acquired a majority stake in Avocet adding global reach and infrastructure to the Manchester-based company. Avocet, which develops bike brands for the independent dealer market - including mountain bikes, road racing bikes, kids and ladies traditional bikes, electric bikes and tandems – designs bikes at the Hero Global Design Centre in Manchester.