Amaury Sport Organisation S.A. (ASO) and AEG, owners respectively of the Tour de France and the Amgen Tour of California, have formed a multi-dimensional marketing partnership to grow and develop each others events.
Beginning with the upcoming 2008 Tour de France and 2009 Amgen Tour of California, the multi-year agreement calls for the organizations to develop and initiate comprehensive cross promotional platforms for the worlds most prestigious cycling event and Americas most successful cycling race as well as provide assistance with media and sponsorship sales for the races in their respective regions.
“Being able to partner with one of the leading sports and entertainment group in the United States is a great privilege for ASO” said Yann Le Moenner, deputy director of ASO. “AEGs success in developing and promoting properties like the Los Angeles Galaxy team with David Beckham as well as, among others, the NHLs Los Angeles Kings, will greatly benefit the Tour de France in the United States. “
“The Tour of California, which will celebrate its 4th anniversary in February 2009, is still a brand new event on the cycling calendar but one with a promising future ahead of it” added Christian Prudhomme, director of the Tour de France. “Here at A.S.O. we are particularly pleased to be able to provide this event with our support and our recognised skills and know-how established through the organisation of centenary events, such as the Tour de France, Paris-Roubaix, Liège-Bastogne-Liège
But we believe that it is also our duty to participate in the worldwide promotion and expansion of the sport of cycling and the development of constantly evolving new races, like the Tour of California.”
Among the key components of the agreement, ASO will assist AEG with the international distribution of the Amgen Tour of California television and digital media rights. ASO will develop, produce and distribute a portfolio of programming formats including live coverage of the race. Additionally, AEG will be assisting ASO with the sales of specific sponsorship packages designed for partners looking for the ability to communicate through cyclings most prestigious brand in the United States.
“AEG is delighted to be able to partner with the Amaury Sport Organization, who is without doubt the worlds most experienced and successful organizer of bicycle races,” said Andrew Messick, president, AEG Sports. “With their help, we hope to be able to help to grow the sport of cycling, the Tour de France, and of course our Amgen Tour of California.”
The partnership will be focused on the support and development of each organizations race and will leverage all marketing assets and media associated with each event including on-site visibility as well as broadcast components.