Collaborative marketing: USA + France

Amaury Sport Organisation (ASO) and AEG announced a marketing partnership to cross promote each other’s events. ASO owns the Tour de France and other European races, while AEG is the US based sports presenter that owns the Tour of California.

Beginning with the upcoming 2008 Tour de France and 2009 Amgen Tour of California, the multi-year agreement calls for the organizations to develop and initiate comprehensive cross-promotional platforms for the Tour de France and Tour of California.

ASO believes AEG’s success marketing their American sports teams and venues will benefit Tour de France marketing. “AEG’s success in developing and promoting properties like the Los Angeles Galaxy team with David Beckham as well as, among others, the NHL’s Los Angeles Kings, will greatly benefit the Tour de France in the United States,” says ASO deputy director Yann Le Moenner.

In a related move, AEG has named Matthieu van Veen to the newly created position of Vice President, AEG Sports Europe. Prior to joining AEG, van Veen directed the NBA’s media distribution in Europe, the Middle East and Africa.

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