LOS ANGELES, CA (BRAIN)—Amaury Sport Organisation (ASO) and AEG, owners respectively of the Tour de France and the Amgen Tour of California, have formed a marketing partnership to grow and develop each other’s events, the companies announced this week.
Beginning with the upcoming Tour de France and the 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, deputy director of ASO. “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.”
Among the key components of the agreement, ASO will assist AEG with 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 cycling’s most prestigious brand in the United States.
“AEG is delighted to be able to partner with the Amaury Sport Organization, which is without doubt the world’s most experienced and successful organizer of bicycle races,” said Andrew Messick, president of AEG Sports. “With their help, we hope to be able to help 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 organization’s race and will leverage all marketing assets and media associated with each event including on-site visibility as well as broadcast components.