AEG ANNOUNCES 2016 AMGEN TOUR OF CALIFORNIA PARTNER ACTIVATIONS
Published on May 19, 2016
Amgen sponsorship renewal and more exciting initiatives and sponsor updates
LOS ANGELES (May 19, 2016) – AEG, presenter of the Amgen Tour of California, America's largest and most prestigious professional cycling event, announced an unprecedented lineup of sponsors for the race, which runs 782 miles May 15-22 from Southern to Northern California.
In addition to recently extending partnerships with title sponsor Amgen and long-time partners Coca-Cola and UnitedHealthcare, Microsoft joins the race this year as title sponsor for the award-winning race app for mobile and desktop. Microsoft Tour Tracker is the premier app for up-to-the-minute, comprehensive information on the largest cycling competition in America and can be downloaded free of charge for iPhone, iPad and Android devices via iTunes, Google Play and the Apple and Android app stores. Through this technology, race enthusiasts can watch the eight-day competition unfold live, view live race statistics, text commentary and daily stage biometric data on select riders using the Microsoft Band.
Some of the other exciting initiatives planned from 2016 Amgen Tour of California partners include:
As a part of its recently announced renewal, Amgen will continue the vision it started with AEG in 2006 as the only and original title sponsor for the men’s race, and expand its sponsorship to the women’s race.
During the race, Amgen will continue to raise awareness for the important resources available to people affected by cancer as part of its national
Breakaway from Cancer® initiative created to increase awareness of important resources available to people affected by cancer – from prevention through survivorship. Beginning in 2016, Amgen’s support of the tour will also include a new public health campaign, Breakaway from Heart Disease™, aimed at encouraging Americans to take charge of their heart health by understanding their family’s history of heart disease and getting active through cycling.
As part of Breakaway from Cancer, Amgen will honor and celebrate cancer survivors and their support networks at each stage of the 2016 Amgen Tour of California. Throughout the week, male athletes will wear Breakaway from Cancer “I Ride For” race numbers recognizing someone in their life impacted by cancer. And, Breakaway from Cancer bracelets will be available in the AEG Merchandise tent at the Lifestyle Festival. Bracelets are $1 and funds are donated to Amgen’s four Breakaway from Cancer nonprofit partners. For access to resources or to learn more, visit breakawayfromcancer.com.
Amgen’s new Breakaway from Heart Disease initiative encourages Americans to take action to make heart health a priority. The campaign encourages people to use road bikes and stationary bikes to get active and heart healthy. At the race, female athletes will wear Breakaway from Heart Disease“I Heart” race numbers recognizing someone they love. For more information about the campaign and how to get involved, visit breakawayfromheartdisease.com.
Coca-Cola is extending its relationship with the Amgen Tour of California into its sixth year and will act as an official sponsor of the cycling race. The world-renowned beverage company will exclusively provide competitors and spectators alike with water, juice, no- and low-calorie beverages throughout the duration of the tour. Coca-Cola will highlight its partnership with the race through daily domestic broadcast integration, digital promotions, on-site exposure, and also activate a space at the Lifestyle Festival at the eighth and final stage of the race.
Dimension Data will work with Team Dimension Data for Qhubeka riders to generate data including heart rate, speed, power, cadence and position within the peloton. This data will be captured via a Dimension Data tracking solution. The raw data will be transmitted to Dimension Data’s cloud where a data analytics environment will be running. Race data will be analyzed to provide insights through speed and group comparisons across different parts of the route, and shared via social media including Twitter. NBC Sports will show the information during select broadcasts of the Amgen Tour of California.
The Lexus space at the Lifestyle Festival near the finish line each day will be built out of a refurbished shipping container with athletically inspired design and points of interest throughout. Guests can experience two fully immersive virtual reality experiences. Lexus Elevate will give cycling fans the opportunity to follow Christian Vande Velde on a ride while he describes his thoughts on cycling's most enduring question… Why ride? Guests in the space will also have the opportunity to enjoy the VR Cycling Challenge within a virtual peloton, 3-D spatial sound and a 360-degree view. The Lexus F SPORT Bike will be on display and live broadcast via the Microsoft Tour Tracker will be available for viewing.
Michelob Ultra will once again host a beer garden as well as provide an entertainment stage in the Lifestyle Festival. Both the official awards stage and podium ambassadors feature the Michelob Ultra brand. Be sure to look for the Michelob Ultra in-store sweepstakes during May being featured in more than 400 participating locations throughout California, Arizona and Nevada.
The Rider Lounge is a dedicated space inside VIP Hospitality that allows the athletes a chance to relax before the start of the race each day and pick up products from some of the race partners including Coca-Cola, GoRaw, HANAH, Jelly Belly and Peet’s Coffee.
SRAM is returning in 2016 as the presenting partner for the women’s race, in addition to being the exclusive Neutral Race Support team for the 2016
Amgen Tour of California, and providing technology vignettes highlighting the latest advances in the cycling industry.
Strider will hold on-course races for kids during select stages:
- San Diego – 1:30 p.m.
- South Lake Tahoe – 1:00 p.m.
- Sacramento – 9:45 a.m.
Surf Air is the nation’s first private air travel club offering its Members unlimited monthly flights. Geared toward frequent regional business and leisure travelers throughout California, Surf Air provides a hassle-free flying experience in the company of an inspiring Member community.
“As the largest outdoor sporting event in the state, we endeavor to make the Amgen Tour of California bigger, more exciting and with even more opportunity for fans to come out and enjoy the world-class racing each year. Our partners are key to helping us deliver innovative and entertaining experiences for the fans as part of this international event that spotlights the best of cycling and the best of California to a worldwide audience,” said Kristin Klein, president of the
Amgen Tour of California and executive vice president of AEG Sports.
Experience the race as a VIP through exclusive behind-the-scenes experiences and access into an all-inclusive hospitality tent, featuring a premium location, full food & beverage and lounge-style seating. To purchase VIP Experiences and Passes or for more information, visitamgentourofcalifornia.com/vip.
Interested in exhibitor opportunities for your brand within our daily Finish Line Festival Expo? Visit amgentourofcalifornia.com/festival for additional information.
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. Amgen Tour of California is listed on the international professional cycling calendar (2 HC, meaning "beyond category"), awarding important, world-ranking points to the top finishers. More information is available at amgentourofcalifornia.com.
This year, the men’s course will cover nearly 800 miles over eight days through 12 host cities, including San Diego (first-time host), South Pasadena (first-time host), Santa Clarita, Thousand Oaks, Santa Barbara County, Morro Bay (first-time host), Monterey County, Lodi, South Lake Tahoe (first-time host), Folsom, Santa Rosa and Sacramento. The Amgen Breakaway from Heart Disease Women's Race Empowered with SRAM will run for the latter half of the men’s race (May 19-22) as the U.S. debut event on the inaugural UCI Women's WorldTour (WWT).
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.
Founder and operators of the Amgen Tour of California, AEG is one of the leading sports and entertainment presenters in the world. AEG, a wholly owned subsidiary of the Anschutz Corporation, owns or controls a collection of companies including facilities such as STAPLES Center, StubHub Center, Sprint Center, The O2, Mercedes-Benz Arena, Microsoft Theater, L.A. LIVE and PlayStation Theater; sports franchises including the LA Kings (NHL), two Major League Soccer franchises, two hockey franchises operated in Europe, management of privately held shares of the Los Angeles Lakers; AEG Live, the organization's live-entertainment division, is a collection of companies dedicated to all aspects of live contemporary music performance, touring and a variety of programming and multi-media production. For more information, visit AEG today at www.aegworldwide.com.
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Michael Roth, AEG
Josh Levitt, Canvas Blue