Perhaps this is reading too much into the press release below, but it only seems fitting to be skeptical of most things in professional cycling these days.
The decision by the AEG and the ASO to enter into a marketing partnership seems one-sided, as the lesser known Amgen Tour of California will certainly benefit most from a joint and global marketing strategy.
Honestly, what country doesn't know about the Tour de France or on which July dates it takes place?
So the question remains, what does the ASO really get in return?
Will the ASO have a larger voice in American cycling? Will it have a determination on how the Amgen Tour of California is or should be run? Will it decide which riders will be allowed to participate?
One thing is certain, no riders previously suspected or guilty of a doping violation [even those who have served out a suspension] will ever ride the Amgen Tour of California.
Yes, I can hear Michael Ball's screaming from here...
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.”
Among the key components of the agreement, ASO will assist AEG with the 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 Messick. “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.
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Monday, June 16, 2008
ASO & AEG Enter Into Cycling Partnership Agreement
Perhaps this is reading too much into the press release below, but it only seems fitting to be skeptical of most things in professional cycling these days.
The decision by the AEG and the ASO to enter into a marketing partnership seems one-sided, as the lesser known Amgen Tour of California will certainly benefit most from a joint and global marketing strategy.
Honestly, what country doesn't know about the Tour de France or on which July dates it takes place?
So the question remains, what does the ASO really get in return?
Will the ASO have a larger voice in American cycling? Will it have a determination on how the Amgen Tour of California is or should be run? Will it decide which riders will be allowed to participate?
One thing is certain, no riders previously suspected or guilty of a doping violation [even those who have served out a suspension] will ever ride the Amgen Tour of California.
Yes, I can hear Michael Ball's screaming from here...
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.”
Among the key components of the agreement, ASO will assist AEG with the 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 Messick. “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.
The decision by the AEG and the ASO to enter into a marketing partnership seems one-sided, as the lesser known Amgen Tour of California will certainly benefit most from a joint and global marketing strategy.
Honestly, what country doesn't know about the Tour de France or on which July dates it takes place?
So the question remains, what does the ASO really get in return?
Will the ASO have a larger voice in American cycling? Will it have a determination on how the Amgen Tour of California is or should be run? Will it decide which riders will be allowed to participate?
One thing is certain, no riders previously suspected or guilty of a doping violation [even those who have served out a suspension] will ever ride the Amgen Tour of California.
Yes, I can hear Michael Ball's screaming from here...
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.”
Among the key components of the agreement, ASO will assist AEG with the 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 Messick. “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.
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1 comment:
speechless.
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