With 38 years of tradition behind it, the Point Premium Root Beer International Cycling Classic is a well-established event in Wisconsin and, more recently, Northern Illinois. The event's prominence in both the national and the international cycling community and its high level of spectator interest in the region offers sponsors an enormous sports marketing opportunity to increase awareness, enhance image positioning, and obtain substantial local and regional publicity.
About the Event
Each year, over 160,000 spectators line the race courses at the ICC, the longest-running multi-day bicycle race in the U.S. Many of our races form the centerpieces for major city or community events. Most of the race courses are under one mile in length, offering spectators a great view of the non-stop action and also a high level of exposure to our sponsors.
In 2006, over 1,200 competitors participated in the Point Premium Root Beer International Cycling Classic, amounting to over 5,000 race entries. Although about half of our competitors came from Wisconsin and Illinois, men and women from 40 states and 20 foreign countries participated in the event. Because we offer races for a wide range of abilities and ages, our riders range from age 10 to 55 with a heavy concentration in the 25-35 range.
The Classic is well-covered by local media. Daily coverage can be found in the Milwaukee Journal Sentinel and locally at the various race venues in newspapers and television news. In addition, the event is also covered by major national and international cycling publications both in print and online. Visit the News page to see a selection of the media coverage of the event.
Sponsorship Benefits
The Point Premium Root Beer International Cycling Classic offers more than two weeks of intense exposure for sponsors in the Eastern Wisconsin and Northern Illinois region. There will be seven races in the Greater Milwaukee area and races in seven other cities in the region. Because the event moves to a new location each day, sponsors receive exposure to different audiences on a daily basis. Here are some of the ways sponsors can gain exposure through the event:
- On-course advertising banners. Banners range from 3 x 8 ft. banners along the race course to banners on the stage and over the start/finish line.
- Our professional announcers read sponsor promotional announcements during the races.
- Title sponsors will be named in event press releases and media coverage as well as at the event itself.
- Sponsor logos are displayed at various locations on the event website which is visited heavily in the weeks leading up to and during the event.
- The large crowds at the races provide an ideal location for the use of a course-side booth to distribute product samples and brochures or to hold a prize drawing.
- We invite some sponsors on-stage during the races for interviews by our race announcers.
- In some cases it may be possible to arrange promotional events at sponsor retail stores or other locations, including appearances by athletes.
- We include sponsor logos on all printed programs, t-shirts, etc.
Cycling is one of the most popular recreational activities in the United States. In July, cycling garners increased media attention in the U.S. with the simultaneous running of the Tour de France in Europe. Sponsors of the Point Premium Root Beer International Cycling Classic can capitalize on this seasonal attention given to competitive cycling.
Sponsorship Opportunities
We work closely with our sponsors to develop customized packages that meet their individual needs. Here are a few of the available sponsorship and advertising opportunities:
- Our basic sponsorship package provides sponsors a 3' x 8' banner along the race course, promotional announcements during the races, and the inclusion of their logo on printed materials and the event website. All other sponsorship options build upon this package.
- Title sponsorship of the entire racing series. Associating a sponsor name with the event provides greatly enhanced exposure. The full sponsored event name is included in every press release and in local, national, and international media coverage. A sponsor logo will appear prominently on winner's jerseys, printed materials, and every page of the event website. Sponsor representatives can attend the daily awards presentation at the conclusion of the day's racing.
- Sponsorship of individual races or prizes. Additional exposure for the sponsor can include prominent positioning on the winner's jerseys worn by the riders, more prominent banner positioning, and the inclusion of the sponsor name in press releases and media coverage of the sponsored event.
- Named product or service sponsorships. There are many products and services that are necessary to put on an event of this size and duration. Sponsors may be designated the "Official Provider" for such things as lodging, transportation, dining, communications, and safety/medical services.
- Named cash or merchandise prizes awarded during the race. These prizes (called "primes") go directly to riders who cross the finish line first on designated laps throughout the race and increase excitement for the spectators. Sponsors of these prizes are named as the "prime" approaches.
Contacts
For more information about sponsorship opportunities, contact:
Michael Garrison
Global Marketing Solutions, Inc.
Cell: (414) 916-2200
Fax: (414) 967-3644
Email: marketing@internationalcycling.com
OR
Andy Garrison
Global Marketing Solutions, Inc.
Phone: (414) 916-1983
06/18/2007 06:19 CDT