TELEVISION figures could surpass eight million viewers when the Tour of Britain passes through Middlewich, organisers say.

Stage three of the race will pass through almost 75 miles of Cheshire East on September 6, with huge crowds expected to gather in Middlewich near the start of the day.

As well as those in attendance, a huge international audience could benefit the local economy with organisers suggesting a multi-million pound return is possible.

BBC Radio 5 Live, ITV4 and Eurosport are among the broadcasters providing coverage.

Cheshire East Council leader Rachel Bailey said: "Not only will this be a spectacular event to watch, it will also showcase the Borough of Cheshire East to a huge worldwide audience.

"I urge our local businesses to get behind this, support it and help to make the whole Borough proud to be hosting the Tour of Britain."

Sponsors and potential sponsors were invited to a launch event in Tatton Park, Knutsford, where the stage will end after a winding route beginning in Congleton.

Riders will travel up Nantwich Road into Middlewich, before heading east along St Michael’s Way and then south down Booth Lane towards Sandbach.

This means an estimated 8.2 million television viewers will catch a glimpse of the town, with a potential worldwide audience of over 100 million.

Sir Bradley Wiggins and Mark Cavendish, two of Britain’s greatest Olympians, have previously competed in the Tour, which stretches from Scotland to London.

Retired Scottish cyclist David Millar helped launch the build-up campaign at Tatton Park, along with promising Cheshire East cyclist Monica Dew, 18.

Former Tour de France yellow jersey wearer and Cheshire East stage ambassador David said: "Road cycling is still quite a new sport for the British public.

"It is not just about watching the riders go past, it is about making a day of it and savouring the atmosphere."