The Nature Valley Grand Prix has announced Wheaties will sponsor the 2007 edition of the Minnesota five-day stage race. One of the most easily recognized names in US' sports, the 'Breakfast of Champions' will focus attention on three new initiatives as apart of the sponsorship arrangement.
"In pro cycling racing, there's so much that you just don't notice," says David LaPorte, director for the Great River Energy Bicycle Festival, of which the race is a big part. "Riders come round the corners inches apart at 40 miles an hour and whoosh by. That's exciting, but we also want anyone interested enough to watch to understand more about the teams, their riders, and who to watch for. This year's race includes some close rivalries."
The breakfast cereal company will construct a Wheaties Fan Zone website, where spectators can access information on the US National Racing Calendar event. Additionally the company's Wheaties Pro Sprints and Wheaties Cyber Sprints will see the leader at the end of each stage battle it out with fans on Kurt Kinetic trainers.
"Our number one goal is to enhance the spectator experience," added LaPorte. "Emotional involvement is the hallmark of all successful sports and the Wheaties Fan Zone will be go a long way to making that happen."