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A.S.O. in strategic partnership with AEG in German market

Steven Cohen, Chief Strategic Officer, AEG and Yann Le Moenner, Managing Director of A.S.O. at Amgen Tour of California on Sun 14 May 2017 - Photo Business Wire

Amaury Sport Organisation (A.S.O.), and Anschutz Entertainment Group (AEG) have agreed on a strategic partnership around a common goal to develop cycling in Germany. As part of the partnership, AEG will work closely with A.S.O. on its cycling business in the German market. This includes the licence to launch a new Deutschland Tour (Tour of Germany) in August 2018, which A.S.O. recently obtained from the German Cycling Federation, and the annual Eschborn-Frankfurt cycling classic, the 56th edition of which took place, as part of the World Tour for the first time, on 1 May 2017.

The joint announcement was made by representatives of A.S.O. and AEG following the conclusion of Stage 2 of the Amgen Tour of California, which is owned by AEG and organized in partnership with A.S.O.

As part of the ‘comprehensive partnership between the global sports organizations’, AEG will lead the sponsorship sales process for both the Eschborn-Frankfurt cycling classic and the Deutschland Tour (Tour of Germany). According to a release from the two companies the Tour of Germany is an innovative concept that is designed as a bike festival to bridge the gap between professional and everyday cycling.

Yann Le Moënner, Managing Director of A.S.O. said “Our strategic partnership with AEG underlines how committed we are to the German market. The Grand Départ 2017 in Düsseldorf, the just renewed partnership with ARD on broadcasting the Tour de France, the addition of the Eschborn-Frankfurt classic to the family of A.S.O. races and the new Deutschland Tour are all for themselves significant milestones to support the growth of cycling in Germany. We are excited to join forces with AEG, who will be a strong partner to achieve this vision.”

The joint release continues… ‘With this partnership, two leading companies in sports business and event organization are joining forces in Germany: A.S.O. as one of the leading global sports organizers with 270 days of competition in 20 countries and AEG as the world’s leading sports and entertainment company who entertains more than 100 million people annually.’

While A.S.O.’s leadership ensures world-class cycling expertise and organizing power in non-stadium sports, AEG provides expertise in marketing, entertainment, sales, hospitality and event presentation. It’s seen as a continuation of a successful partnership that began at the Amgen Tour of California, North America’s most popular and prestigious cycling stage race which was founded in 2006. A.S.O. has been responsible for the TV production and distribution of the AEG-owned cycling race since 2009 and beginning in 2016, A.S.O. assumed management of race operations.

Steven Cohen, Chief Strategic Officer at AEG said “The German market has been core to AEG’s worldwide portfolio of sports, entertainment and real estate properties for more than a decade and today’s announcement further builds on our collection of assets in Germany. Partnering with A.S.O., the global leaders in cycling and numerous other major international competitions, will bring together two organizations with a shared vision and complementary assets and resources that will result in two outstanding and unique events for Germany and cycling fans globally.”

Preparations for the Deutschland Tour, under the marketing campaign ‘Deutschland. Deine Tour.’, [Germany. Your tour] are well underway: the fan participation on the collaborative platform deutschlanddeinetour.de has reportedly produced an ‘exceptional pool of ideas’, the first ‘Tour Makers’ have been announced and details of the route of the race’s first edition are becoming more concrete.

Amaury Sport Organisation (A.S.O.) owns, designs and organizes top international sporting events. Specialized in the ‘non-stadia’ events, it has in-house knowledge of professions linked to organization, media and sales of sporting events. A.S.O. organizes 270 days of competition per year, with 100 events in more than 20 countries. A.S.O. is involved in 5 major sports including cycling with Le Tour de France, motor sports with Le Dakar, golf with the Lacoste Ladies Open de France, sailing with Le Tour de France à la Voile and mass events with the Schneider Electric Marathon de Paris. A.S.O. is a subsidiary of the Amaury Group, the media and sport group that owns the newspaper L’Equipe.

Headquartered in Los Angeles, California, AEG is a leading sports and live entertainment company. With offices on five continents, AEG operates in the following business segments: AEG Facilities, which is affiliated with or owns, manages or consults with more than 120 preeminent arenas, stadiums, theatres, clubs and convention centres around the world including The O2 Arena, the Sprint Center as well as the Mercedes-Benz Arena Berlin and the Barclaycard Arena in Hamburg; AEG Presents, which is dedicated to all aspects of live contemporary music performances; AEG Real Estate, which develops world-class venues; AEG Sports, which is the world’s largest operator of sports franchises, including events such as the Amgen Tour of California; and AEG Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating and other strategic partnerships.

Through its worldwide network of venues, portfolio of sports and music brands, AXS.com ticketing platform, AXS cable television channel and its integrated entertainment districts, AEG entertains more than 100 million guests annually.

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