With sporting superstars, a record crowd, a new beer and the backing of a living legend, the South West stages of the Tour of Britain have it all.

Tens of thousands turned out in glorious sunshine yesterday to cheer the international cast of more than 90 riders as they raced through Somerset and into Devon for the first of the two South West stages – the sixth and seventh of the tour.

Hundreds of schoolchildren, wielding Somerset County Council "thundersticks", ensured a noisy welcome.

Norwegian cycling sensation Edvald Boasson Hagen, 22, of the American Team Columbia- HTC, won yesterday's stage, his fourth in a row.

Belgium's Thomas De Gendt, racing with Topsport Vlaanderen, won maximum King of the Mountains and Sprints points to top the standings in both competitions.

Today's 159km stage begins at Hatherleigh and roars back into Somerset passing through Chard and East Chinnock Hollow heading for what could be another thrilling finish at Yeovil Town football ground.

Boasson Hagen will be wearing the leader's yellow jersey, and is now 19 seconds ahead of his nearest rival overall, Dutchman Kai Reus.

Around 5,000 people descended on Frome early yesterday as it hosted the start of a stage for the first time.

And thousands had gathered in the town on Wednesday night for the Velo Jam, a pre-race celebration which included the "Cobble Wobble", an uphill cycling time-trial.

De Alex Moulton, 89, of Bradford on Avon, inventor of the Moulton collapsible bicycle and the Mini's suspension, was among those at the Velo Jam, while the town's Milk Street brewery has produced a special beer – Cobble Wobble – in honour of the occasion.

Communities across the two counties hope to benefit from the race which pulls in visitors and raises the region's profile as a visitor attraction.

The Mayor of Frome, Councillor Damon Hooton, who flagged the riders off in Frome and travelled to Bideford to see them race across the finish line, said: "There are real benefits to the economy and regeneration in having a race of this stature coming to a small market town. Last night in Frome we had 3,000 to 5,000 people out on the streets enjoying the Velo Jam, and no trouble – the police joined in the Cobble Wobble. We will go ahead with the Velo Jam and the Cobble Wobble again next year; we can build a whole weekend of events, and if the race wants to come back to Frome, too, we'll welcome it."

Councillor David Huxtable, Somerset County Council cabinet member for resources, said: "The county council have sponsored the Tour of Britain from 2007 to 2011 in an effort to boost the local economy and to promote cycling as a fun and healthy activity. Today's race went really well and I am looking forward to watching the riders cross the line at the finish in Yeovil tomorrow.

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