The Larry H. Miller Tour of Utah has positioned itself on the world stage as one of the top global cycling events. Now in its eighth year, the Tour of Utah will be the first major, week-long stage race in North America to challenge elite international cycling teams after the Tour de France and Olympic Games. Seven teams from the Tour de France have committed to race in Utah, the most ever for the UCI-sanctioned event.
Not only are huge crowds expected along the 545-mile course for the six days of racing, but huge crowds worldwide will see Utah on live television and online. The sport of cycling is indeed shining a spotlight on the State of Sport this August 7-12! FOX Sports Network will provide two hours of live coverage every day of the six-day event. FSN will provide a total of 18 hours of programming through its national network that reaches 85 million households. Regionally in Utah, race fans can tune into ROOT Sports. Live race coverage will also be available online and with mobile applications (iPhone, iPad, Android) via Tour Tracker® on the official web site, TourofUtah.com.
“The Tour of Utah continues to draw not only the best athletes from the world of professional road cycling, but it also attracts a fantastic group of who’s who from corporate America. Our business partners are very enthusiastic about the Tour and its continued growth,” said Steve Miller, president of the Tour of Utah. “The Tour of Utah is now one of four top-rated, international professional cycling stage races in North America. And for our race fans, we are happy to remind them that admission is free.”
An all-star roster of sponsors is taking shape for the Larry H. Miller Tour of Utah. Organizers of the professional cycling stage race have confirmed that nearly all of the record-number 82 business partnerships from 2011 have renewed for this year, including 19 companies based in Utah.
Leading the way is Larry H. Miller Group of Companies, which has strengthened its position as title sponsor of the Tour of Utah for the fifth consecutive year. The Utah-based company retains the naming rights for the event. The company name has been incorporated in the new brand identity for the race, created by TWIO Brand in January. In addition, the highly-recognizable yellow leader’s jersey worn by the top athlete each day of the week-long race will continue for a second year as the Larry H. Miller Dealerships leader’s jersey.
A new publicity campaign was launched in June to increase attendance and online viewership for the race. This integrated marketing campaign, created by TWIO Brand, will incorporate electronic outdoor billboards, wrapped TRAX transit trains, airport billboards, broadcast television, print collateral and social media.
KSL Salt Lake Broadcast Group will distribute Tour advertising via radio, television and Internet. These spots, featuring professional cyclists Levi Leipheimer and Jeff Louder, both past champions of the race and with connections to Utah, will begin airing on June 8. Ads also will be featured during the last four days of the Tour de France with local Comcast and DirectTV cable networks. Media partnerships continue for a fifth year with KJZZ-TV and The Zone Sportsradio 1280.
Locally, a Tour of Utah Spectator Guide will be inserted in the Salt Lake Tribune and the Deseret News the Sunday prior to race week, part of a partnership with MediaOne of Utah. This full-color tabloid will provide specific information regarding local activities at each day’s Geigerrig Lifestyle Expo and local community celebrations. Additional Tour Map Guides will be available at Zions Bank locations to assist fans with all things Tour of Utah.
And all members of the Salt Lake Chamber are encouraged to get involved this year. Close to 2,000 volunteer positions are available. EnergySolutions is the presenting sponsor of the volunteer force. All volunteers will score commemorative merchandise, including a t-shirt, cap, collapsible lunch tote, water bottle and sunscreen. Companies and civic organizations are encouraged to have employees and friends sign up online to volunteer - www.tourofutah.com/volunteer.