AEG Announces 2019 Amgen Tour Of California Partners
Published on May 9, 2019
LOS ANGELES (May 9, 2019) – AEG, producer and presenter of the Amgen Tour of California and the Amgen Tour of California Women's Race empowered with SRAM, announced activations for the 14th annual professional cycling event from its deep lineup of new and returning partners.
From May 12-18, 2019, 19 men’s teams of elite professional cyclists will contest 773 miles of California’s most scenic highways, mountain roads and coastlines from Sacramento to Pasadena. The simultaneous women’s event will feature 16 teams, kicking off in Ventura on May 16, then running concurrently to also finish May 18 in Pasadena.
Partner activations for the 2019 race, one of the biggest annual sporting events in the country, will include:
Amgen returns as the race’s title sponsor for the 14th consecutive year. A biotechnology pioneer since 1980, Amgen reaches millions of patients around the world and continues to develop a pipeline of medicines with breakaway potential while expanding its corporate social responsibility platform via Amgen’s Breakaway programs.
This year, with the forces of Breakaway from Cancer® and Breakaway from Heart Disease™, Amgen is launching the Breakaway Challenge, a social movement that encourages people to get active in the fight to break away from cancer and heart disease. Participants can join Amgen’s Breakaway Challenge community by using Strava, a social fitness app, to either run, walk, or cycle towards a fundraising goal that will be donated to Amgen’s eight Breakaway advocacy partners. Amgen will donate one dollar for every mile run, walked or cycled (up to 400,000 miles). Visit www.AmgenBreakawayChallenge.com to join the Breakaway Challenge and set up a fundraising page.
Breakaway from Cancer® was founded in 2005 to raise awareness of important resources available to people affected by cancer, from prevention through survivorship. Visit www.breakawayfromcancer.com to learn more.
Breakaway from Heart Disease™, founded in 2016, helps motivate people to understand their risk and develop their own game plan to tackle heart disease. Visit www.breakawayfromheartdisease.com.
BBVA, an official banking partner of the Amgen Tour of California, will once again be asking cycling industry experts to pick a defining moment each day after the finish. Will it be sitting solo in the break, recovering from a crash, breaking away from the bunch to sprint for an epic stage win? Fans can tune in for a daily “Creating Opportunities” video diary shot immediately following each stage and shared via BBVA social media to highlight a pivotal moment in the day’s action.
In addition to providing the fleet of cars that carries race staff and on-course entourage as the race’s official automotive partner for the fifth year in a row, Lexus will mount a Ride and Drive experience in Pasadena on Sat., May 18. Fans can register between 10 a.m. and the race finish for a 15-20 minute passenger or driver experience via a Performance Drive featuring the LC, GS F and RC F or a Luxury Drive featuring the LS, ES, UX and RX. Drive participants must be at least 21 years of age with a current, valid driver’s license and closed-toed shoes (no high heels). Must be 18 years or older to ride as a passenger. Rides will be on a first-come, first-served basis.
Rally Health, Inc.
In the lead-up to the race and during it, the Rally UHC Cycling Team will be filming for the first-ever web video series featuring how a team prepares for the Amgen Tour of California. Fans will get a behind-the-scenes look at the women’s and men’s teams gearing up for America’s premier race. The six-part series will roll out during the Tour de France, and cover numerous topics about what it takes to manage a successful professional cycling team.
Fans at the race can watch for the Rally Health Cart, which will distribute fan gear along the course before the stage finishes in Sacramento, Morgan Hill, Ventura and Pasadena where the digital health company will have presence in the Lifestyle Festival expo area.
With innovations that improve the rider experience, SRAM offers true advancement by taking away what’s in the way. Critical in the inception and growth of the women’s race and returning as the exclusive bike component partner for the Amgen Tour of California, SRAM’s experienced Neutral Race Support team will help riders get back to racing in every stage of the 2019 men’s and women’s races. Visitors can experience the latest in SRAM road technology in the SRAM booth at the Lifestyle Festival expo area on May 11 in downtown Sacramento, May 17 on the Mt. Baldy climb, and May 19 at the Rose Bowl in Pasadena.
An important partner since year one, Visit California is helping to bring together the best of the state and American professional cycling through a variety of content:
- To drive awareness of the race and promote cycling in the Golden State, Visit California hosted six North American cycling and outdoor influencers on a two-wheel road trip across the state. Influencers worked in a relay style to explore the 2019 Amgen Tour of California destinations before ‘passing the torch.
- “Jonny Moseley’s Wildest Dreams,” is part of Visit California’s content series on Dream365TV. The series exemplifies the bold California spirit, sending Moseley across the state on adventures. The ATB! (All Terrain Bike) cycling focused episode asks if Jonny Moseley and friends — professional cyclist and former Amgen Tour of California competitor Ali Tetrick and legendary trials rider Hans “No Way” Rey — can go from the top of Mount Shasta to the bottom on a bicycle? Can they do it without tumbling the whole way? The group began with snow bikes, switched to mountain bikes when the snow gave way, and finally jumped onto road bikes for a sprint to the bottom once the trail hit paved road. The ATB! episode aired May 6 across the U.S., Canada, UK and Australia.
- Visit California partnered with Beautiful Destinations and Brand USA on a Mobile Content Creation Lab that will tell the Many Stories and highlight the Many Voices that can only be found in the United States. The Amgen Tour of California will serve as the perfect canvas to show off all that California has to offer. From Sacramento to Pasadena, with the women joining in Ventura, the Mobile Content Creation Lab will document the stories and offer a new perspective of the state via the race, which will be made available internationally on social and web channels.
TAG Heuer returns for its third year, with entitlements including presenter of Stage 3 as well as the TAG Heuer Best Young Rider Jersey. Additionally, TAG Heuer will present winners with a luxury timepiece. Since 1860, TAG Heuer, the avant-garde of Swiss watchmaking, has strived to push the boundaries further, inventing timepieces for those who love to defy convention.
About the Amgen Tour of California
The Amgen Tour of California and the Amgen Tour of California 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 medalists, Tour de France contenders and World Champions, and award important, world-ranking points to the top finishers. For more information visit the Amgen Tour of California on Instagram, Facebook, Twitter, YouTube or www.amgentourofcalifornia.com.
Amgen is committed to unlocking the potential of biology for patients suffering from serious illnesses by discovering, developing, manufacturing and delivering innovative human therapeutics. This approach begins by using tools like advanced human genetics to unravel the complexities of disease and understand the fundamentals of human biology.
Amgen focuses on areas of high unmet medical need and leverages its biologics manufacturing expertise to strive for solutions that improve health outcomes and dramatically improve people's lives. A biotechnology pioneer since 1980, Amgen has grown to be the world's largest independent biotechnology company, has reached millions of patients around the world and is developing a pipeline of medicines with breakaway potential.
Headquartered in Los Angeles, California, AEG is the world’s 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 150 preeminent arenas, stadiums, theaters, clubs and convention centers around the world including STAPLES Center, The O2 Arena, the Sprint Center and the Mercedes-Benz Arenas; AEG Presents, which is dedicated to all aspects of live contemporary music performances, including producing and promoting global and regional concert tours, music and special events and world-renowned festivals; AEG Real Estate, which develops world-class venues, as well as major sports and entertainment districts like STAPLES Center and L.A. LIVE; AEG Sports, which is the world’s largest operator of sports franchises and high-profile sporting events; 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 powerful 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. More information about AEG can be found at www.aegworldwide.com.
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Michael Roth, AEG
Josh Levitt, Canvas Blue