Discovery Communications has announced that it has signed a sponsorship agreement with Ford Tour de Georgia for the 2006 cycling event. The Tour, now in its fourth year, will take place April from 18-23. Being the title sponsor of the Discovery Channel Pro Cycling Team, this is Discovery’s first sponsorship of a major cycling event.
The on-site sponsorship activities at the Ford Tour de Georgia will include the promotion of a new integrated multimedia campaign branded Race to Replace, which is designed to give audiences a look at the team’s athletes, training, preparation and development. Across Discovery’s global television, broadband, commerce and on-line platforms, Discovery will chronicle and provide in-depth information on the health, fitness, science and technology that comprise the building of a professional cycling team.