Bridlington became Bradlington as the first Tour de Yorkshire cycle race got underway.
Crowds turned out in their thousands to watch Sir Bradley Wiggins lead the peloton on the first stage from Bridlington to Scarborough.
Sir Bradley said: “It is nice to be here in our first time as a team and we will see how the next three days go.”
Race organiser Gary Verity told the crowd: “We should rename this place Bradlington today in honour of Sir Bradley Wiggins. The images of the start in Bridlington today will be picked up in 177 countries tonight on television.”
After a ceremonial start outside the Bridlington Spa, the riders are heading towards Sewerby, Flamborough and Bempton before reaching North Yorkshire.