Partnership Renewal Continues Amgen’s more than Decade-Long Title Sponsorship
of North America’s Longest Professional Cycling Race
AEG, the owner and operator of the Amgen Tour of California, announced it is renewing its agreement with Amgen, one of the world’s leading biotechnology companies, extending their more than a decade-long relationship. The renewal agreement, brokered by AEG Global Partnerships, builds upon the long-standing relationship between the two companies, providing Amgen with naming rights and other exclusive sponsorship benefits for the Tour de France-style eight-day 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 the most accomplished cyclists from all over the world, including Olympic medalists, cycling World Champions, and Tour de France competitors, began Sunday, May 13, and concludes Saturday, May 19, 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, AEG Global Partnerships. “Amgen is a partner who has shared our vision for the race since day one. We’ve been honored 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.”
“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,” said Laura Hamill, senior vice president, U.S Business Operations, Amgen. “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, 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 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 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.
