Owners of Tour de France & Amgen Tour of California Create Marketing Partnership
LOS ANGELES, CA – Amaury Sport Organisation (“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 other’s events, it was announced by Yann Le Moenner, Deputy Director, Amaury Sport Organisation S.A. (ASO), Christian Prudhomme, Director of the Tour de France and Andrew Messick, President, AEG Sports.
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 world’s most prestigious cycling event and America’s 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 groups in the United States is a great privilege for ASO,” said Yann Le Moenner. “AEG’s success in developing and promoting properties like the Los Angeles Galaxy team with David Beckham as well as, among others, the NHL’s Los Angeles Kings, will greatly benefit the Tour de France in the United States.”
“The Amgen Tour of California, which will celebrate its fourth 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. “Here at ASO we are particularly pleased to be able to provide this event with our support and our recognized skills and know-how established through the organization of centenary events, such as the Tour de France, Paris-Roubaix and Liège-Bastogne-Liège. 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 Amgen Tour of California.”
