PRESS RELEASE: Nissan has signed a two-year agreement to serve as the official vehicle of the Amgen Tour of California, an eight-day cycling road race featuring elite professional teams from around the world. Listed on the international professional cycling calendar, the race is scheduled to take place May 16-23.
During the 2010 Amgen Tour of California, cycling enthusiasts will be introduced to the new Nissan LEAF, a 100 percent electric, zero emissions vehicle. In addition, Nissan will use the race to activate its sponsorship of Team RadioShack, the elite cycling team led by seven-time Tour de France winner Lance Armstrong and three-time defending Amgen Tour of California champion Levi Leipheimer.
As part of its Amgen Tour of California sponsorship, Nissan will provide more than 40 vehicles that will be integrated into the event as official and support vehicles throughout the race. In addition, Nissan will have a consumer experience at the MBT Footwear Lifestyle Festival at the finish of each stage. The Nissan experience at each location will feature a Nissan LEAF display and debut Nissan LEAF virtual augmented reality technology. Cycling enthusiasts also will have an opportunity to check out a Team RadioShack Nissan Rogue, enter the Nissan LEAF sweepstakes and meet Team RadioShack riders.
“Nissan is proud to be the official and exclusive vehicle of the Amgen Tour of California, one of America’s most exciting cycling events,” said Brian Carolin, senior vice president, sales and marketing. “This partnership allows Nissan to connect with thousands of cycling enthusiasts in a meaningful way and experience the many Nissan vehicles that fit their healthy and active lifestyles.”
“The debut of the new Nissan LEAF will be an exciting addition to all of the interactive elements already available for fans at the 2010 Amgen Tour of California,” said Andrew Messick, president of AEG Sports. “Nissan’s commitment to the environment aligns perfectly with the goals of the Amgen Tour of California, and we are proud to have them as the official vehicle sponsor of the race.
The 2010 Amgen Tour of California kicks off the 2010 Nissan ‘Master the Shift’ program, a fully integrated marketing program that naturally aligns the Nissan LEAF and Nissan brand with the interests of those engaged in an active, healthy lifestyle. The program features multiple running and cycling events, elite athlete endorsements and exclusive online content. The hub of the Master the Shift program is a customized facebook page: www.facebook.com/mastertheshift.
The Amgen Tour of California will showcase more than 800 miles of scenic California roadways. The 16 host cities include: Nevada City, Sacramento, Davis, Santa Rosa, San Francisco, Santa Cruz, San Jose, Modesto, Visalia, Bakersfield, Palmdale, Big Bear Lake, Los Angeles, and Thousand Oaks/Westlake Village/Agoura Hills. Teams and riders participating in the race include Tour de France top competitors, world champions and Olympic medalists.