Bikers are being asked to think of today, traditionally 'Mad Sunday', as 'Maddie Sunday'.
The call comes from local relatives of Madeleine McCann, the four year old girl who was abducted from her parents holiday apartment in the Algarve over four weeks ago
Simon Cowell (pictured) is first cousin to Madeleine's mother Kate.
He hopes the bikers can help raise awareness of the search for the missing girl, particularly when they return home:
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