The Amaury Sport Organisation (ASO) and Anschutz Entertainment Group (AEG), owners respectively of the Tour de France and the Tour of California, have formed a multi-dimensional marketing partnership to grow and develop each other's events.
Beginning with the upcoming 2008 Tour de France and 2009 Tour of California, the multi-year agreement calls for the organisations to develop and initiate comprehensive cross promotional platforms for each other's races, as well as providing assistance with media and sponsorship sales for the races in their respective regions.
Yann Le Moenner, Deputy Director of ASO, said that "AEG's success in developing and promoting properties like the Los Angeles Galaxy [football] team with David Beckham as well as, among others, the NHL's Los Angeles Kings [ice hockey team], will greatly benefit the Tour de France in the United States."
Tour de France director Christian Prudhomme added, "The 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." Prudhomme emphasised the fact that ASO can help with "our support ... and know-how established through the organisation of centenary events, such as the Tour de France, Paris-Roubaix, Liège-Bastogne-Liège." He also saw it as the organisation's duty to expand the sport of cycling worldwide.
Among the key components of the agreement, ASO will assist AEG with the international distribution of the 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.
Andrew Messick, President of AEG Sports, revealed, "AEG is delighted to be able to partner with the Amaury Sport Organization, who is without doubt the world's most experienced and successful organiser of bicycle races. With their help, we hope to be able to help to grow the sport of cycling, the Tour de France, and of course our Amgen Tour of California."