When the fourth annual FordTour de Georgia gets rolling Tuesday, it will do so with a new title sponsorand fewer, but more active, supporting sponsors. That’s what race organizerssaid as they made final preparations for what has become the biggestprofessional cycling event in North America.
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| Georgia Gov. Sonny Perdue (inset) tries out the Ford
Leader Jersey. The Ford Tour de Georgia is now the
top-ranked stage race in North America. |
Chris Aronhalt, a principalwith Medalist Sports, which manages the event for the Georgia Partnership forEconomic Development, expects 800,000-plus spectators this year for the rollingfestival, a six-day stage race that starts in Augusta and winds its way throughthe Georgia mountains, into Tennessee, ending in Alpharetta, Ga., on Sunday.
At each stop, the racefeatures fan-friendly expos and an opportunity for the presenting sponsor, theGeorgia Department of Economic Development, to promote tourism and attractions.
Aronhalt said Ford steppedup to fill the gap left open by Dodge, which took a pass this year after a seriesof one-year deals, and added that the race cut down on clutter in itssupporting sponsorship categories, trimming from more than 40 to about 30.
“We went with aless-is-more strategy,” said Aronhalt, who has been involved with the racesince its launch in 2003.
Sponsorship investmentsrange from $500,000 in cash and in-kindsupport at the highest level, to $100,000-$250,000 for four premier sponsorsand $50,000-$100,000 for the lower tiers, with more than half of the companiesheadquartered in Georgia or significantly tied to the state.
Ford’s sponsorship will beactivated at dealerships throughout Georgia and will include branding on allaward jerseys, including, of course, the yellow Ford Leader Jersey. Other plansinclude a fleet of more than 100 vehicles for race activities, VIP hospitality,signs, promotional support and a tie-in to the official charity, the GeorgiaCancer Coalition, through the sale of special license plates.
The race was upgraded thisyear by cycling’s international governing body, making it the top-ranked stagerace in North America and more attractive to international riders and teams. TVcoverage includes a half-hour preview show on Comcast Sports South and atwo-hour recap to air April 30 on the Outdoor Life Network.
Two years ago, LanceArmstrong helped put the Tour de Georgia on the map by participating andwinning, and returned in 2005. Armstrong won’t be back this year, but DiscoveryCommunications is using his absence to showcase the “Race to Replace,” amultimedia campaign with video screens at expos and Web content designed togive fans a look at young riders on Team Discovery.
General Electric Co. hasconsistently increased its participation each year, from simply making acontribution in year one to help get the race off the ground, to leveraging theevent with tie-ins to employee wellness programs and external marketinginitiatives. GE Energy is based in Atlanta and views the Tour de Georgia asboth an important civic activity and marketing opportunity, said GE’s Serena Levy,who manages the sponsorship.
The company’s programsinclude naming rights to the GE Best Young Rider jersey, several hundredemployees contributing time as volunteers, and an expo activity called “PedalEnergy” that allows fans to pedal on stationary bikes to see how much energythey create.
United Community Bank, an80-branch bank based in northern Georgia, is another new sponsor at the premierlevel, and will have its name on the King of the Mountain jersey, all awardchecks and route maps, among other activities.
Lori Andersen, who managesthe bank’s involvement, said the event has provided an “amazing return on investment” through new bankingrelationships, regional awareness and community excitement.
Greg Abel is a writer in Baltimore.
