AEG, the owner and operator of the Amgen Tour of California, is renewing its agreement with Amgen, one of the world’s leading biotechnology companies, extending a more than a decade-long relationship.
The ‘multiyear renewal agreement’ continues Amgen’s title sponsorship of the Tour of California. The deal was brokered by AEG Global Partnerships and builds upon the long-standing relationship between the two companies, providing Amgen with naming rights and other exclusive sponsorship benefits for the professional cycling road race, which travels annually across more than 800 miles of California’s most scenic roadways, highways and coastline drives.
The Amgen Tour of California, which attracts many of the most accomplished cyclists from all over the world, including Olympic medallists, cycling World Champions, and Tour de France competitors, began this year on Sunday, May 13th, and concludes on Saturday, May 19th, in front of the California State Capital building in Sacramento.
“We are incredibly proud of the relationship we have built with Amgen over the last twelve years,” said Nick Baker, Chief Operating Officer at AEG Global Partnerships. “Amgen is a partner who has shared our vision for the race since day one. We’ve been honoured to develop the tour with them into an event that is so much more than cycling. Throughout our relationship, we’ve collaborated with Amgen on initiatives like Breakaway from Cancer to support patients and families dealing with cancer – programs that mean so much to surrounding communities and AEG.”
Laura Hamill, Senior Vice President, US Business Operations at Amgen said “At Amgen, our mission is to serve patients, and the Amgen Tour of California gives us a platform to discuss, educate and empower the community including patients who are battling serious illness. We’re proud to partner with AEG to bring this exciting race to California.”
As a part of the renewal, AEG and Amgen are collaborating on an elementary school program for participating California schools. The program, ‘Be Safe! Be Active! Be Smart!’, is aimed at helping children lead a healthy lifestyle while learning about bike safety.
“The Amgen Tour of California has developed into one of the premier sporting events in North America,” said Kristin Klein, President, Amgen Tour of California and Executive Vice President at AEG Sports. “Alongside our partners at Amgen, we’ve been able to shape the race into not only one of the sport’s most prestigious annual events, but also a platform that gives voice to important initiatives like heart health and cancer awareness.”
Amgen will also utilize the race as a platform to exhibit its community outreach programs, which include Breakaway from Cancer and Breakaway from Heart Disease. Founded in 2005, Breakaway from Cancer is a national US initiative to increase awareness of important resources available to people affected by cancer, from prevention through survivorship. A second Amgen initiative, Breakaway from Heart Disease, created in partnership with the American Heart Association, encourages Americans to take charge of their heart health by knowing their risk for heart disease.
Amgen’s Breakaway platforms will receive prominent exposure throughout the course of the race and will be featured through tailored brand initiatives, such as the Amgen Breakaway Most Courageous Rider jersey. The initiatives will be noticeably featured throughout the men’s and women’s pro races and will be incorporated across digital and print channels. Additionally, Amgen will receive exposure through the televised race broadcasts and the Amgen Leader jersey.
The Amgen Tour of California and the Amgen Women’s Race empowered with SRAM are Tour de France-style cycling road races created and presented by AEG. Running concurrently, the races challenge the world’s top professional cycling teams to compete along demanding courses that traverse hundreds of miles of California’s iconic highways, byways and coastlines each spring. The teams chosen to participate have included Olympic medallists, Tour de France contenders and World Champions, and award important, world-ranking points to the top finishers.