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Zwift and Tour of California plan promotions with online pro cyclist group rides

Published January 27, 2016

LONG BEACH, Calif. (BRAIN) — Zwift and the Amgen Tour of California are teaming up on some promotional online group rides involving past and present competitors in the race. 


The first group ride was scheduled for 5 p.m. PST Wednesday led by Laurens Ten Dam from Team Giant­Alpecin.

This ride will be hosted at Zwift's headquarters in Long Beach, not far from past finishes of the Amgen Tour of California; it will be emceed by longtime Amgen Tour of California commentator Dave Towle. Towle will be discussing professional cycling with Ten Dam as he rides as well as conveying questions submitted by users via the Twitter hashtag # ASKLTD.

This event will also see the debut of the 2016 Amgen Tour of California virtual cycling kit. Zwift will announce the promo code on the day of the ride, which will allow users to unlock this kit for their in-­game avatars. Participating cyclist avatars must wear the kit during the ride.

"The Amgen Tour of California represents the best of American cycling," said Charlie Issendorf, VP of events at Zwift. "However, not everyone can be on roadside in California when the race happens. Zwift allows them the chance to take part in the U.S.'s biggest contribution to the sport of professional cycling."

"We are delighted to once again partner with Zwift to share and promote their groundbreaking technology and programs with our fans," said Kristin Klein, the president of the Amgen Tour of California. "There is nothing more exciting than participating as a rider or fan in the Amgen Tour of California and, no matter where you are, or what the weather is, Zwift will deliver that excitement to fans all around the world." 

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Topics associated with this article: Racing & Sponsorship

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