SPONSORSHIP OPPORTUNITIES

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1 SPONSORSHIP OPPORTUNITIES August 2012 Road America, Elkhart Lake, Wisconsin George Siegle Les Tension Photography September 2011 Edition Les Tension Photography Les Tension Photography Les Tension Photography Les Tension Photography BENEFITING BENEFITING Cyclists and race car drivers...riding to make a difference for cancer survivors. 400 to 500 participants and 50,000 attendees expected during the Road Race Showcase weekend August, 2012 featuring the American Le Mans Series.

2 The tourderoadamerica The tourderoadamerica bike ride to fight cancer is three fundraising activities that take place during a weekend of auto racing at the Road America race track in Elkhart Lake, Wisconsin. A fun, family-oriented bike ride on the race track, A silent auction of cycling gear, racing memorabilia, and items from local establishments, and Cancer outreach and education to the tens of thousands of race weekend attendees. Mark Becker The beneficiaries of the event are LIVESTRONG, the Austin Hatcher Foundation, and the Vince Lombardi Cancer Clinic (Sheboygan, WI). The Ride: The ride will take place on Friday evening, after racing activities have concluded for the day. Race fans, families, and bicycling enthusiasts who make a donation will ride the beautiful and historic 4.0 mile road racing circuit with their race car driving heroes from the American Le Mans Series and other elite auto racing series. Between 400 and 500 participants will bike up to ten laps as the sun sets over Elkhart Lake. The ride is open to cyclists of all ability levels and all types of bikes. Drivers need to keep in top physical form and most are serious cyclists. Avid cyclists enjoy the twists and turns of the race track. And families enjoy the chance to ride in a controlled event, free of traffic, road hazards, and stop signs. All around, it s a great fit and the highlight of many cyclists season. The Silent Auctions: Cyclists and race weekend attendees have the opportunity to bid on cycling gear, racing memorabilia, and items from local merchants. The auctions takes place in the main spectator thoroughfare, and culminate just before the start of the main feature, the American Le Mans Series race. Outreach and Education: The tour s ride headquarters is the location for ride registration, the silent auctions, as well as cancer outreach and education activities. B E N E F I T I N G In 2004, the RuSport #10 Champ Car, driven by rookie sensation A.J. Allmendinger, competed with LIVESTRONG logos and LIVESTRONG emblazoned on the car to raise awareness of the LAF and its mission. Adam Steineke Mark Becker Adam Steineke B E N E F I T I N G * Subject to race weekend schedule tourderoadamerica 3

3 PARTNERING WITH THE TOUR Partnering with the tourderoadamerica not only helps people live with, through, and beyond cancer, but it also makes excellent business sense. Marketing partners can choose from a variety of contribution levels and options to suit differing budgets and objectives. Partnerships exist to: create corporate giving and community involvement opportunities for your company and your employees encourage fitness, good health, and cancer awareness for your employees reach 50,000 race fans (estimated) throughout the race weekend - August, 2012 (see back cover for demographics) receive public relations opportunities and visibility for your company before, during and after the event through extensive media coverage and through social media channels like facebook and twitter reach 400 to 500 cyclists create, extend, or reinforce marketing programs demonstrate or showcase products. B E N E F I T I N G Sanchez Trackside Photography George Siegle Sanchez Trackside Photography Sanchez Trackside Photography B E N E F I T I N G tourderoadamerica 4

4 THE BENEFICIARIES The tourderoadamerica is organized by the all-volunteer staff of the Tour de Road America Foundation, a 501(c)(3) tax-exempt organization with headquarters in nearby Kohler, Wisconsin. The Austin Hatcher Foundation also plays a significant role in the event. The assistance and generous support of Road America and sponsors like you help us make a difference in the battle against cancer. In 2011, the event raised $24,000 for the beneficiaries. The goal for 2011 is $30,000. LIVESTRONG Since its inception in 2004, the volunteers and participants in the tourderoadamerica have raised over $160,000 for LIVESTRONG and cancer survivorship. If I can beat CANCER, I can beat this hill - Two weeks out of treatment for breast cancer. LIVESTRONG believes that in your battle with cancer, knowledge is power and attitude is everything. Founded in 1997 by cancer survivor and cycling champion Lance Armstrong, LIVESTRONG provides the practical information and tools people living with cancer need to live strong. Adam Steineke tourderoadamerica 5

5 Distribution of 2011 Funds Raised $7,000 Austin Hatcher Foundation $500 Vince Lombardi Cancer Clinic $16,000 LIVESTRONG $23,500* TOTAL *Preliminary total as of 9/1/11 The Austin Hatcher Foundation The Austin Hatcher Foundation for a carefree childhood was formed in 2006 after Amy Jo and Jim Osborn lost their infant son Hatch to a rare form of pediatric cancer. The foundation s mission is to support research towards the diagnosis, treatment and development of a cure for pediatric cancer, and to provide support and hope to children and families undergoing treatment, as well as those who have lost children due to cancer. The Austin Hatcher Foundation is the official charity of the American Le Mans Series. The foundation has developed a landmark group of programs and services essential to help cancer stricken children and their families function within their community. The Vince Lombardi Cancer Clinic - Sheboygan Founded in the spirit of legendary Green Bay Packers coach Vince Lombardi, who died of colon cancer at the age of 57, The Vince Lombardi Charitable Funds mission is the advancement of research, education, treatment and patient care programs. This commitment touches those individuals and their families who are afflicted with cancer. Vince Lombardi Charitable Funds programs include the Vince Lombardi Cancer Clinic in Sheboygan; one of twelve state-wide clinics that offer expert cancer care and resources. Sanchez Trackside Photography tourderoadamerica 6

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8 ROAD AMERICA Road America is the world s fastest permanent road course located in Elkhart Lake, Wisconsin - midway between the cities of Milwaukee and Green Bay and only minutes from the shores of Elkhart Lake and Lake Michigan. Road America has been the host and a supporter of the Tour since 2004, and contributes track time, services, promotions, and personnel time to the event. Situated on 640 rolling acres of Wisconsin s Kettle Moraine, RA has hosted races since September of 1955 and currently hosts over 400 events a year. MN WI MI MI Road America is one of only a hand-full of road circuits in the world maintaining its original configuration being miles in length and 14 turns. The track features many elevation changes, along with a long front stretch where speeds approaching 200 mph (300 km/h) may be reached. Although Road America as a whole is extremely challenging, the kink tests both machine and its driver or rider to the limit. IA IL IN AMERICAN LE MANS SERIES The American Le Mans Series is the premium brand of motorsport in North America, featuring high-tech, relevant sports cars from the most prestigious automobile manufacturers in the world. Its unique four classes of competition showcase exotic, open-top prototypes and sophisticated production-based GT cars, all competing on the track at the same time. The American Le Mans Series competes at the premier road racing tracks across North America and at selected temporary street circuits in major urban markets. The American Le Mans Series is the only motorsports body in the world that features multiple street-legal alternative energy sources - clean diesel, and E10 and E85 cellulosic ethanols as well new hybrid technologies. Through partnerships with diesel fuel supplier Shell, VP Racing Fuels and EPIC (Ethanol Promotion and Information Council), the American Le Mans Series has taken the leadership role in motorsports for the furthering of alternative fuel technology and use. It also illustrates deeper the Series relevance to its list of prestigious manufacturers and affluent consumer base. tourderoadamerica 9

9 SUMMARY of BENEFITS for PARTNERSHIP-LEVEL SPONSORS WHITE JERSEY GREEN JERSEY POLKA DOT JERSEY YELLOW JERSEY Logo on Tour de Road America Web Site Home Page Logo on Ride Flyers and full-page advertisements Logo on Ride Brochures Logo on Ride Posters Recognition in Pre- and Post-Event s Logo T-shirts Logo Banners at TdRA Booth (provided by company) 3 x 5 3 x 5 3 x x 10 Social Media shout outs on facebook and twitter Logo in 2013 Partnership Opportunities Guide Logo on Ride Programs Complimentary Ride Entries with T-shirts and Goodies Thank You Plaque for Display at your Company Rotation in Event Weekend PA Announcements Coupons/Samples/Giveaways in 400 Goodie Bags* Web banner prepared for display on your Web site Recognition in All Press Releases Recognition in Press Releases (rotation) Logo on Web Banner Ads Product Demonstration / Display Space for Partner* 10 x x 20 Press Release Announcing Contribution Television / Radio Spot Recognition Loaner Bicycles for Ride 2 4 Check Presentation During Pre-ride Ceremony Exclusive (business category) Event Entitlement Lead the parade lap / pre-ride ceremony Banner Display on Pit Road* ** (Courtesy of Road America) ¹ Subject to production deadlines for printing and mailing * Subject to approval by Tour Organizing Committee and Road America ** Nominal production cost to be assumed by marketing partner tourderoadamerica 10

10 IN-KIND DONATIONS SUMMARY of BENEFITS for SILENT AUCTION and RECEPTION CONTRIBUTORS In-kind donations for advertising and marketing, the silent auction, and the refuel and refresh zone are critical to the success of the event. The organizing committee strives to minimize event expenses -- in-kind donations enable us to realize the objectives of the tourderoadamerica...raising money to fight cancer. SILENT AUCTION ITEMS NEEDED Gift certificates for local establishments Cycling gear & memorabilia Racing memorabilia OTHER ITEMS NEEDED Loaner bicycles for drivers, VIPs T-shirts for participants cycling or other apparel for volunteers snacks and beverages for reception print and broadcast advertising Logo on Tour de Road America Event Info Web Page Recognition on Event Info Web Page Rotation in Pre- and Post-Event s Rotation in all Pre- and Post-Event s Logo on T-Shirts Recognition in 2012 Partnership Opportunities Guide Logo in 2013 Partnership Opportunities Guide Recognition on Social Media and shout outs Coupons or samples in 400 Goodie Bags Company Name in Silent Auction Program Thank You Certificate for Display at your Company Rotation in Event Weekend PA Announcements 3' x 5' Banner at Refuel and Refresh Zone (provided by company) 3 x 5 Banner at Silent Auction (provided by company) Exclusive entitlement for event Refuel and Refresh Zone ¹ Subject to production deadlines for printing and mailing * Subject to approval by Tour Organizing Committee and Road America ** Nominal production cost to be assumed by marketing partner Mark Becker SILENT AUCTION less than $1,000 $1,000 to $2,499 RECEPTION / REFUEL & REFRESH less than $1,000 $1,000 or more tourderoadamerica 11

11 PARTNERSHIP LEVELS YELLOW JERSEY - Exclusive Event Title Partner Cash Contribution $10,000 or more In cycling, the Yellow Jersey is worn by the leader, and ultimately the champion, of the Tour de France. POLKA DOT JERSEY - Non-exclusive Event Presenter Cash Contribution $7,500 to $9,999 OR Goods or Services Contribution $10,000 or more (retail value) The Polka Dot Jersey is worn by the leader of the King of the Mountains competition within the Tour de France. Cash Contribution $2,500 to $7,499 GREEN JERSEY - Official Partner OR Goods or Services Contribution $5,000 to $10,000 (retail value) The Green Jersey is worn by the leader of the sprinting competition within the Tour de France. WHITE JERSEY - Associate Partner Cash Contribution $1,000 to $2,499 OR Goods or Services Contribution $2,500 to $4,999 (retail value) The White Jersey is worn by the leading young rider of the Tour de France. B E N E F I T I N G B E N E F I T I N G Thank you very much for your hard work. A couple of years ago, I lost my best friend of 33 years to cancer. He was inspired by Lance s fight and it gave him the courage to fight as long as he could. LAF is a great cause and we are proud to support it... Drew Lewis Austin, Texas tourderoadamerica 12

12 PARTNERSHIP LEVELS YELLOW JERSEY Exclusive Event Title Partner Cash Contribution of $10,000 or more PRE-EVENT MARKETING EXPOSURE Logo on Tour de Road America web site home page Title logo in all advertisements Extensive engagement with social media Web banner prepared for your web site Logo on web banner ads Prominent logo on Ride Brochures and Flyers Recognition in press releases Recognition in television / radio spots Prominent logo on Ride Posters Logo on full-page ride advertisements Recognition in pre-event s EVENT MARKETING EXPOSURE Opportunity to distribute coupons, samples, or giveaways in goodie bags* Check presentation during pre-ride ceremony Lead the parade lap / pre-ride ceremony Product demonstration / display area - 10' x 20'* Prominent logo on t-shirts Display of two 3' x 10' corporate / logo banners** Full page ad in ride program Banner display on pit road (courtesy of Road America)* ** Recognition in event weekend PA announcements ADDITIONAL BENEFITS Thank You plaque commemorating partner s contribution Ten complimentary ride entries with t-shirts and goodies Up to four loaner bicycles for event Logo in 2013 Partnership Opportunities Guide Recognition in post-event s Mark Becker Mark Becker George Siegle * Subject to approval by Tour Organizing Committee and Road America ** Nominal production cost to be assumed by marketing partner tourderoadamerica 13

13 PARTNERSHIP LEVELS POLKA DOT JERSEY Non-Exclusive Event Presenter Cash Contribution of $7,500 to $9,999 or Goods or Services Contribution of $10,000 or more (retail value) PRE-EVENT MARKETING EXPOSURE Logo on Tour de Road America web site home page Presented by / logo in all advertisements Extensive engagement with social media Web banner prepared for your web site Recognition in press releases Prominent logo on Ride Brochures and Flyers Prominent logo on Ride Posters Logo on full-page ride advertisements Logo on web banner ads Recognition in television / radio spots Recognition in pre-event s Sanchez Trackside Photography Sanchez Trackside Photography EVENT MARKETING EXPOSURE Opportunity to distribute coupons, samples, or giveaways in goodie bags* Product demonstration / display area - 10 x 10 * Logo on t-shirts Display of 3' x 10' corporate / logo banner** 2/3-page ad in ride program Recognition in event weekend PA announcements ADDITIONAL BENEFITS Sanchez Trackside Photography Sanchez Trackside Photography Thank You plaque commemorating partner s contribution Six complimentary ride entries with t-shirts and goodies Up to two loaner bicycles for event Logo in 2013 Partnership Opportunities guide Recognition in post-event s * Subject to approval by Tour Organizing Committee and Road America ** Nominal production cost to be assumed by marketing partner tourderoadamerica 14

14 PARTNERSHIP LEVELS GREEN JERSEY Official Partner Cash Contribution of $2,500 to $7,499 or Goods or Services Contribution of $5,000 to $10,000 (retail value) PRE-EVENT MARKETING EXPOSURE Logo on Tour de Road America web site home page Web banner prepared for your web site Engagement with social media Logo on Ride Brochures and Flyers Logo on Ride Posters Logo on full-page ride advertisements Rotation in select press releases Recognition in pre-event s EVENT MARKETING EXPOSURE Opportunity to distribute coupons, samples, or giveaways in goodie bags* Logo on t-shirts Display of 3' x 5' corporate / logo banner** 1/3-page ad in ride program Rotation in event weekend PA announcements ADDITIONAL BENEFITS Thank You plaque commemorating partner s contribution Four complimentary ride entries with t-shirts and goodies Logo in 2013 Partnership Opportunities guide Recognition in post-event s Mark Becker Mark Becker Mark Becker Mark Becker * Subject to approval by Tour Organizing Committee and Road America ** Nominal production cost to be assumed by marketing partner tourderoadamerica 15

15 PARTNERSHIP LEVELS WHITE JERSEY Associate Partner Cash Contribution of $1,000 to $2,499 or Goods or Services Contribution of $2,500 to $4,999 (retail value) Juha Lievonen PRE-EVENT MARKETING EXPOSURE Logo on Tour de Road America web site Logo on Ride Brochures and Flyers Engagement with social media Logo on Ride Posters Logo on full-page ride advertisements Rotation in select press releases Recognition in pre-event s Adam Steineke EVENT MARKETING EXPOSURE Logo on t-shirts Display of 3' x 5' corporate / logo banner** 1/4-page ad in ride program Rotation in event weekend PA announcements Adam Steineke ADDITIONAL BENEFITS Thank You plaque commemorating partner s contribution Two complimentary ride entries with t-shirts and goodies Logo in 2013 Partnership Opportunities guide Recognition in post-event s Adam Steineke * Subject to approval by Tour Organizing Committee and Road America ** Nominal production cost to be assumed by marketing partner B E N E F I T I N G Adam Steineke B E N E F I T I N G tourderoadamerica 16

16 MARKETING OPPORTUNITY EXAMPLES BROCHURES, POSTERS & ADS T-SHIRTS T-shirt artwork featured all Tour de Road America marketing partners. Advertisement were seen in 50,000 programs, 7,500 full-color brochures were distributed at bicycle shops, establishments in Illinois and Wisconsin, at the Road America gates, and in mailings to ticket holders. Two hundred posters were also placed around the community. PRODUCT DISPLAY Subaru brought one of their top-selling Outback vehicles to the event as the Official Vehicle of the tour de Road America. They also distributed goodies to race weekend attendees who showed a Subaru key or opted in to their campaign. tourderoadamerica 17

17 MARKETING OPPORTUNITY EXAMPLES PUBLIC RELATIONS SILENT AUCTION Above: Sponsors received recognition at the opening ceremonies in front of more than 350 riders. Mark Becker Demonstrate your products - as well as your corporate philanthropy - by contributing items for the popular silent auction. Thousands will visit the tour de Road America booth over the course of the weekend...a great way to show off your products and create demand. SOCIAL MEDIA ENGAGEMENT Our facebook page and twitter feed are fast growing tools for interacting with our participants, sponsors, and supporters. We feature all sponsors and partners prominently as favorites and give shout outs leading up to and through ride weekend. George Siegle BANNERS AND SIGNS Sponsors benefited from signs and large banners in the main traffic thoroughfare at Road America. tourderoadamerica 18

18 THANK YOU TO OUR 2011 PARTNERS HOSTED AND SUPPORTED BY IMSA PATRÓN GT-3 CHALLENGE SKIP BARBER SARGENTO COOPER TIRES PROTOTYPE LITES CHAMPIONSHIP AND MANY MORE! SILENT AUCTION AND RECEPTION CONTRIBUTORS S a r g e n t o F o o d s A L M S Te a m s W a t s o n s, I n c. C y c l e O p s P l a n e t B i k e G i r o H e l m e t s a n d m a n y m o r e... t h a n k y o u! tourderoadamerica 19

19 CONTACTS Tour de Road America Foundation an IRS 501(c)(3) tax-exempt organization with headquarters in Kohler, Wisconsin and a 100% volunteer staff. Event Co-Director and President George Siegle george@pelotonride.org Event Co-Director and Vice President Brett Edgerle brett.edgerle@yahoo.com Marketing Chairperson and Corporate Secretary Ann Siegle ann@triadesignfirm.com Registration Chairperson Chris Brown c_brown06@netzero.net Advisor Ed Foy, CPA edfoy@charter.net Silent Auction - Co-Chairperson Karl Hendrikse khendrikse@charter.net Silent Auction - Co-Chairperson Cristin Robb pcrobb@pelotonride.org Road America Marketing & Promotions Mary Lou Haen marylou@roadamerica.com Press Relations & Public Communications Julie Sebranek jsebranek@roadamerica.com LIVESTRONG Director of Advancement Colin J. Wallis colin.wallis@laf.org Austin Hatcher Foundation Jim Osborn jim@hatcherfoundation.org Jersey Chairperson David Frost keystone@voyager.net Team and Series Relations Chairperson Patrick Robb pcrobb@pelotonride.org Vince Lombardi Charitable Funds Executive Director Judy McGauran judith.mcgauran@aurora.org tourderoadamerica 20

20 FACTS - BY THE NUMBERS The tourderoadamerica is a fun, family-oriented bicycle ride to fight cancer. It takes place on the 4.0 mile Road America race track. The tourderoadamerica will be held on a Friday, in August, in conjunction with a weekend of auto racing featuring the American Le Mans Series. The weekend is one of Wisconsin s premiere summer attractions, with attendance of 50,000 or more expected. The event raises funds for LIVESTRONG, the Austin Hatcher Foundation, and the Vince Lombardi Cancer Clinic. One in three men and one in four women will be directly affected by cancer in their lifetime. In 2011, the tourderoadamerica had: - almost 400 cycling participants - $23,500 donated directly the event beneficiaries - extensive exposure / advertising impressions through PA announcements; event flyers; booth and track signage; social media; T- Shirts; TV, radio, and print advertising. American Le Mans Series Spectator Profile: - Average Income: $72,000-61% Male - 39% Female - Average Age: 39-72% Attend(ed) College - 68% Are Married, 52% Have Children Juha Lievonen *Subject to track schedule Follow us... twitter.com/tourdera facebook.com/tdraride Photos courtesy of and copyright FormulaFoto; Mark Becker; Adam Steineke; Chris Brown; Luha Lievonen and George Siegle Tour de Road America Foundation. All trademarks and registered trademarks are the property of their respective owners.