AEG ANNOUNCES PARTNER ACTIVATIONS FOR 2017 AMGEN TOUR OF CALIFORNIA

May 15, 2017

LOS ANGELES, Calif. (May 15, 2017) – AEG, producer and presenter of the Amgen Tour of California, welcomes returning and new partners for the 2017 edition of America’s Greatest Cycling Race, each of which plays an important role in delivering unparalleled experiences for fans and teams.

Some of the exciting activations from partners at the Amgen Tour of California and the Amgen Breakaway from Heart Disease™ Women's Race empowered with SRAM this year include:

Amgen, a biotechnology company in the race to dramatically improve patients’ lives, is proud to sponsor the Amgen Tour of California yet again this year. To raise awareness around two of the world's most serious illnesses, title sponsor Amgen will activate Breakaway from Cancer®and Breakaway from Heart DiseaseTM throughout the race.

  • Breakaway from Cancer® will honor cancer survivors throughout the men’s race in each host city. Founded in 2005 by Amgen, Breakaway from Cancer® is a national initiative to increase awareness of important resources available to people affected by cancer – from prevention through survivorship.
  • Breakaway from Heart DiseaseTM encourages Americans to take charge of their risk of heart disease and represents a partnership between Amgen and the American Heart Association. The initiative is dedicated to empowering everyone to take action for good heart health through diagnostic screenings as well as information and tools related to physical activity and healthy eating.

Alpecin Caffeine Shampoo will act as the official Hair Recharger of the Amgen Tour of California in 2017. Besides digital and social marketing as well as on-site branding, Alpecin will be present with an own activation point at each final stage. Visitors can win VIP hospitality, original signed jerseys of the Team KATUSHA ALPECIN, drinking bottles and a lot of more equipment, true cyclists wish for. Visit Alpecin at the Lifestyle Festival and feel like a pro when riding on a professional cycling bike! Get your daily caffeine kick by Alpecin Caffeine Shampoo!

Keck Medicine of the University of Southern California (USC), is the official hospital of the Amgen Tour of California. As a leading academic medical center, Keck Medicine encompasses academic, research and clinical excellence, resulting in exceptional patient care. As the No. 1 transfer center in Los Angeles and the preferred provider for highly specialized health care in Southern California, Keck Medicine provides the level of expertise and personalized service that only a university-based health system can provide.

Keck Medicine will host a booth at the finish lines during the Amgen Tour of California Lifestyle Festival in Santa Clarita on May 17, Mt. Baldy on May 18, Big Bear Lake on May 19 and Pasadena on May 20.  Keck Medicine of USC booths will include health information, as well as giveaways.

Clif Bar & Company, a leading maker of nutritious and organic foods and drinks, will provide cyclists in May's Amgen Tour of California with CLIF BAR nutrition during the Women's and Men's stages. With an on-course Neutral Human Support Vehicle & Moto, CLIF will be supporting riders with CLIF BARs, CLIF BLOKS® energy chews, CLIF SHOT® energy gel and CLIF® Hydration Electrolyte Drink Mix. 

In addition, CLIF BAR is participating in the Lifestyle Festival on Sunday, May 14 in Sacramento and Saturday May 20 in Pasadena. Festival-goers will have an opportunity to sample CLIF BAR nutrition and build a hat to commemorate their experience.

"CLIF BAR is honored to partner with the Amgen Tour of California and support the cycling community," said Leah Hill, Sports Marketing Manager at Clif Bar & Company. "Providing cyclists with sports nutrition for athletic performance during training and on race-day is a privilege for our brand. Many of us at Clif Bar have either competed in cycling events or incorporate cycling into our daily lives. We hope our food energizes the riders and helps inspire adventure along the way."

Hansgrohe USA: Dedication, teamwork and a commitment to excellence- these are standard for pro athletes, and they are an integral part of Hansgrohe's DNA. Known for its exceptional kitchen and bath fixtures, hansgrohe, the premium brand of the international Hansgrohe Group, is title sponsor of BORA-hansgrohe. Stateside, the company’s US subsidiary is excited to cheer on two-time world-champion Peter Sagan and fellow cyclists at the Amgen Tour of California. A leader and innovator in shower technology, Hansgrohe USA will use its branded tents in the “Lifestyle Festivals” of Sacramento (5/14), Santa Clarita (5/17), and Pasadena (5/20) to spread an important water conservation message. The interactive spaces will showcase Hansgrohe's latest low-flow, high performing shower products and offer visitors helpful water-saving tips and tricks, social media activations, prizes and more.

Lexus is excited to continue its sponsorship as the official automotive partner of the Amgen Tour of California for the third year in a row. Lexus will provide a fleet of 100 vehicles for display and team and operational support. Through the premier sponsorship, Lexus will present the King of the Mountain jersey daily and provide a vehicle prize to both the men’s and women’s race winners. 

Microsoft’s mission is to empower every person and every organization on the planet to achieve more. During the 2017 Amgen Tour of California, Microsoft will once again employ their technology to bring the power and beauty of cycling to life. THE RIDE by Microsoft is a generative visual art piece that uses cyclists’ movement and power to create real-time motion driven artistic images. Microsoft will unveil a series of behind-the-scenes videos in the weeks leading up to the Amgen Tour of California to give fans an exclusive insight into the artists creating and building this contemporary art experience. During race week a custom art piece will be created and provide as a free download at http://www.amgentourofcalifornia.com/theridebymicrosoft during each stage of the Amgen Tour of California to highlight the beauty and skill found in the various locations along the route.

The Maxxis BMX Stunt Team performs across the country, bringing thrilling BMX displays to professional sporting events, exhibitions and fairs. The team consists of some of the best riders in the country, as seen on the X Games and Dew Tour, throwing down tricks that will be sure to impress. The team will perform daily at the Amgen Tour of California Lifestyle Festival (near the daily finish line), so be sure to stop by and cheer them on!

Peet's Coffee® is a U.S. specialty coffee company founded in 1966 right here in California focuses on small batches, fresh beans and a superior quality roast that is rich and complex. For the second year in a row Peet’s Coffee will be the exclusive brewed coffee partner of the Amgen Tour of California and fans on site will have the opportunity to purchase freshly brewed coffee in the Lifestyle Festival and VIP Hospitality areas throughout the race.

About the Amgen Tour of California
The Amgen Tour of California is a Tour de France-style cycling road race created and presented by AEG that challenges the world's top professional cycling teams to compete along a demanding course that traverses hundreds of miles of California's iconic highways, byways and coastlines each spring. The teams chosen to participate have included Olympic medalists, Tour de France contenders and World Champions.

The first-ever U.S. UCI WorldTour course will cover more than 575 miles through 12 Host Cities May 14-20, including Sacramento, Modesto, San Jose, Pismo Beach, Morro Bay, Santa Barbara, Santa Clarita, Ontario, Mt. Baldy, Big Bear Lake, Mountain High and Pasadena.

The Amgen Breakaway from Heart DiseaseTM Women's Race empowered with SRAM May 11-14 covered more than 250 miles through South Lake Tahoe, Elk Grove and Sacramento. More information is available at amgentourofcalifornia.com.

About Amgen
Amgen is committed to unlocking the potential of biology for patients suffering from serious illnesses by discovering, developing, manufacturing and delivering innovative human therapeutics. This approach begins by using tools like advanced human genetics to unravel the complexities of disease and understand the fundamentals of human biology.

Amgen focuses on areas of high unmet medical need and leverages its expertise to strive for solutions that improve health outcomes and dramatically improve people's lives. A biotechnology pioneer since 1980, Amgen has grown to be one of the world's leading independent biotechnology companies, has reached millions of patients around the world and is developing a pipeline of medicines with breakaway potential.

For more information, visit www.amgen.com and follow us on www.twitter.com/amgen.

About AEG
Headquartered in Los Angeles, California, AEG is the world's leading sports venue and live entertainment company. With offices on five continents, AEG operates in the following business segments: AEG Facilities, which is affiliated with or owns, manages or consults with more than 120 preeminent arenas, stadiums, theaters, clubs and convention centers around the world including The O2 Arena, the Sprint Center and the Mercedes-Benz Arenas; AEG Presents, which is dedicated to all aspects of live contemporary music performances, including producing and promoting global and regional concert tours, music and special events and world-renowned festivals; AEG Real Estate, which develops world-class venues, as well as major sports and entertainment districts like STAPLES Center and L.A. LIVE; AEG Sports, which is the world's largest operator of sports franchises and high-profile sporting events; and AEG Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 100 million guests annually. More information about AEG can be found at www.aegworldwide.com.

 

#  #  #

Media Contacts:

Michael Roth, AEG
213-742-7155
mroth@aegworldwide.com

Josh Levitt, Canvas Blue
213-335-5671
JLevitt@canvasblue.com