LE TOUR – ONE DAY AHEAD SPONSORSHIP PROPOSAL BY EDGE

December 2014 LE TOUR: ONE DAY AHEAD 2015 TEN YEARS ON

IN 2003, HAVING NEWLY RETIRED FROM PROFESSIONAL FOOTBALL AFTER A CAREER THAT INCLUDED NINE ENGLAND CAPS AND CAPTAINING CRYSTAL PALACE IN THE FA CUP FINAL, I WAS DIAGNOSED WITH CHRONIC MYELOID LEUKAEMIA.

I was lucky enough to find a bone marrow match with my sister and following a successful transplant in 2004, I went into full remission in January 2005. Later that year, together with four friends I took on the Tour de France route to fundraise for the Geoff Thomas Foundation. I rode every stage, two days ahead of the professionals, raised £250,000 for leukaemia charities and was privileged to pick up the BBC Sports Personality Helen Rollason award. To mark the 10th anniversary of going into remission, I am doing it again and I want you to join me. LE TOUR: ONE DAY AHEAD 2015 INSPIRING THE FOOTBALL COMMUNITY

“ FOR MOST FOOTBALLERS YOUR RETIREMENT IS SPENT PLAYING GOLF AND TALKING RUBBISH ON TV. “The plans for this event look truly fantastic. GEOFF TAKING ON I know lots of people want ANOTHER INCREDIBLE to know what it’s like to ride the Tour as a pro rider CHALLENGE LIKE – and these guys are THIS DEMONSTRATES going to get the chance!” AGAIN WHAT MARK BRIGHT AN INCREDIBLE INSPIRATION HE IS.” LE TOUR: ONE DAY AHEAD 2015

EXPERIENCING THE ULTIMATE CHALLENGE LE TOUR: ONE DAY AHEAD 2015 THE TEAM EXPERIENCE

A PREMIUM CYCLING EVENT, 3-25 JULY 2015, FOLLOWING THE EXACT ROUTE OF THE TOUR DE FRANCE 2015, ONE DAY IN ADVANCE OF THE PROFESSIONALS. Riding the Tour with the same support as a professional team, Geoff and 20 cyclists will be supported by:

 Motorcycle outriders providing rolling road closures throughout

 Tour bus and team vehicles

 Team of dedicated mechanics, paramedics, sport physio therapists and nutritional experts

 TV crew and dedicated photographer

 Paris finale including VIP hospitality at Tour de France finish and celebration dinner LE TOUR: ONE DAY AHEAD 2015 THE ROUTE 3344 KILOMETRES

21 STAGES

All terrain  9 flat  3 hilly  7 mountain  2 time trials  2 rest days

Featuring the cobbles of Searaing-Cambrai and a summit finish on the infamous Alpe d’Huez LE TOUR: ONE DAY AHEAD 2015 THE RIDERS

TWENTY PARTICIPANTS PAYING £50,000 EACH TO RAISE £1 MILLION FOR CURE LEUKAEMIA.

Seven riders have already signed up:

Stephen Jones Dom Goggins Doug McKinnon Hayden Groves Age: 52 Age: 29 Age: 52 Age: 40 From: Solihull From: Salford From: Brighton From: Broxbourne, Company: Brewin Company: CAFOD Company: Sigma Voice Hertfordshire Dolphin Solutions Company: Baxter Storey

Ciaran Doran James Maltin Nicki Aitken Age: 49 Age: 39 Age: 36 From: Derry From: Pimlico, London From: Reading Company: DataSat Company: Rathbones Company: Ultima LE TOUR: ONE DAY AHEAD 2015 THE PREPARATION

RIDERS OF ‘LE TOUR: ONE DAY AHEAD’ WILL BE GUIDED THROUGH THEIR TRAINING BY CUTTING EDGE TRAINING BIKE MANUFACTURER WATTBIKE

This will include:

• The loan of a latest edition Wattbike for the duration of the training • A comprehensive fitness assessment at the Wattbike Science Lab • A personally tailored training programme for each rider Pedalling analysis from Geoff’s initial test • Expert guidance from Wattbike’s world renowned exercise and fitness guru

Preparation will also feature:

• A dedicated peloton on Cure Leukaemia’s London to Paris ride • Potential training camps with ex-Tour riders in the UK and abroad LE TOUR: ONE DAY AHEAD 2015 WHAT THE RIDERS ARE SAYING

“When Geoff told me “Le Tour – One Day about ‘Le Tour: One Day Ahead will be the first time Ahead’, I immediately I’ll have a chance to wanted to be part of the thoroughly test my physical challenge and make a limits and do something of this difference to this scale as part of a group. I’m fantastic cause.” really looking forward to being part of a team and ensuring STEPHEN JONES that collectively we all reach Paris together.”

“When I heard DOM GOGGINS about Geoff’s challenge I knew this was a once in a lifetime opportunity that I had to be a part of.”

HAYDEN GROVES LE TOUR: ONE DAY AHEAD 2015

REACHING MILLIONS THROUGH PROMOTION LE TOUR: ONE DAY AHEAD 2015 THE PR SCHEDULE

IN THE RUN UP TO THE RIDE, PR WILL EXPLOIT MILESTONES, KEY DATES AND ACTIVITIES:

October 2014 Launch Le Tour: One Day Ahead November 2014 Announce first five riders December 2014 Features linked to BBC Sports Personality of the Year and announcement of first two sponsors January 2015 Training programme details aligned to New Year Resolutions February 2015 Features with Geoff at FA Cup Quarter Final draw March 2015 Training rides/camps announced to coincide with clocks going forward April 2015 Fundraising update to mark 100 days to go May 2015 Media briefing with the full 20-strong team June 2015 London2Paris four day training ride July 2015 Daily updates from Le Tour: One Day Ahead LE TOUR: ONE DAY AHEAD 2015 PR PROFILES & FEATURES

ALONGSIDE PR SCHEDULE, A SERIES OF FEATURES AND INTERVIEWS WITH GEOFF WILL BE DELIVERED TO PROFILE THE EVENT WITH THE FOLLOWING MEDIA OUTLETS AND SECTORS.

Broadcast media National lifestyle profiling opportunities • Sunday Times magazine  Soccer AM • Sunday Telegraph Living  • Telegraph Weekend  The Cycle Show • Times magazine  Sunday Brunch • g2  The One Show • Observer – The New Review  Sports Industry Breakfast • Mail on Sunday – YOU • S Magazine (Sunday Express) • Shortlist

LE TOUR: ONE DAY AHEAD 2015 WHAT THE MEDIA HAVE SAID

“It will surely be the “A decade on from sportive to end all completing the entire Tour sportives; a money-can’t-buy de France route to raise experience. While other money for other blood cancer charity rides and events use sufferers, Thomas is returning to the same roads as the Tour, the scene of what, for all the none has attempted anything success he enjoyed as an quite at this levels, and just England footballer, was his one day in advance of the greatest triumph.” main event.”

MATT LAWTON, DAILY MAIL TOM CARY, When he won those DAILY TELEGRAPH

nine caps for England, and led out Crystal Palace in the FA Cup Final, Thomas cannot have imagined that his greatest achievement would come in middle age on a bike.”

MATT DICKINSON, THE TIMES LE TOUR: ONE DAY AHEAD 2015 THE PROMOTION

IN ADDITION TO A COMPREHENSIVE PR CAMPAIGN, WE ARE IN ADVANCE DISCUSSIONS WITH:

 Television partners: including ITV and , for daily preview of the day’s ride during ITV’s highlights show plus round-ups; newsfeeds, and documentary programming

 Media partners: providing coverage in the build up and throughout the three week ride, including: columns; diary content; and book serialisation

 Publishing partners: a biography has been commissioned with a literary agent and a coffee table photography book is being explored

 Social media campaign #onedayahead plus a dedicated app

LE TOUR: ONE DAY AHEAD 2015 WHAT PARTNERS HAVE SAID

“There is no “I rode to Paris with doubt this makes Geoff in 2014 and have a fantastic story.” been inspired both by him as an individual and the DAVID LUXTON, PUBLISHING AGENT causes that he champions. I am looking forward to following ‘Le Tour: One Day Ahead’ in ITV’s coverage of the 2015 Tour de France.”

NED BOULTING, ITV

LE TOUR: ONE DAY AHEAD 2015

DELIVERING COMMERCIAL BENEFITS LE TOUR: ONE DAY AHEAD 2015 SPONSORSHIP RIGHTS & BENEFITS

LOGO & BRANDING HOSPITALITY & • Title or designation as an official sponsor BESPOKE EVENTS • Branding on kit, support vehicles • Tables at end of ride gala • Logos on media backdrops/photocalls • Cross promotional/branding opportunities with London2Paris

CONTENT & CHANNELS TAILORED OPPORTUNITIES • Branded video & content • Ownership of days, stages, time trials, • Branded publications hill climbs • Branded photography • Enhanced team presence • Social media campaign • Tailored PR campaign

LE TOUR: ONE DAY AHEAD 2015 SPONSORSHIP STRUCTURE

NOTES • Category exclusivity • Bespoke communications campaign • Alignment with internal & CSR TITLE programmes SPONSOR Including one place on ride £300,000

OFFICIAL OFFICIAL OFFICIAL SPONSOR SPONSOR SPONSOR Branding opportunities Branding opportunities Branding opportunities on kit etc. on kit etc. on kit etc. £100,000 £100,000 £100,000

VALUE IN KIND PARTNERS Taking costs off the bottom line

FURTHER INCOME From book deal/media partnership LE TOUR: ONE DAY AHEAD 2015 WHAT OUR SPONSORS SAY

“We are so excited to be working on this fantastic project. We’re confident we can make a significant difference to each rider’s training so that they’re in the best possible place to complete their challenge.”

JOHN WILSON, FOUNDER, WATTBIKE

LE TOUR: ONE DAY AHEAD 2015 SPONSORSHIP VALUATION & RIGHTS FEES

A value of £1,118,327 has been calculated for the Title Sponsor of Le Tour: One Day Ahead. This is based on the following: • levels of branding visibility to spectators on the road and through media coverage • expected level of exposure through television programming, PR, digital and social media campaigns The value of the above has been calculated using the £22 Cost per Thousand of reaching a Daily Mail reader. The total valuation also takes into account the value of purchasable benefits offered to a sponsor as part of the partnership. Finally the value of the intangible and premium benefits that come with a sponsor’s association with the ride have been added.

See Appendix for fuller explanation

LE TOUR: ONE DAY AHEAD 2015

MAKING A DIFFERENCE LE TOUR: ONE DAY AHEAD 2015 ABOUT CURE LEUKAEMIA

Founded in 2003 by patients and clinicians, Cure Leukaemia helps to bring pioneering drug and transplant treatments to blood cancer patients throughout the Midlands. The charity helps finance the world class Centre for Clinical Haematology at Queen Elizabeth Hospital in Birmingham, to fund life-saving clinical trials to treat patients with blood cancer who have exhausted standard treatment options.

To date, Cure Leukaemia has helped to treat over 4000 patients by leveraging over £23m worth of revolutionary drugs and funding crucial research nurses to administer these trials.

Without the expert research nurses to ensure patients are constantly monitored and cared for; these trials would not run and patients would miss the opportunity to access potentially life-saving therapies. The aim of Cure Leukaemia is to raise money to fund more research nurses at centres across the Midlands and provide world-class treatment for its patients. Only by funding more nurses in more hospitals, can more leukaemia patients benefit from access to potentially life- saving treatment.

Continued > LE TOUR: ONE DAY AHEAD 2015 LE TOUR: ONE DAY AHEAD IMPACT

The Centre for Clinical Haematology (CCH) at the Queen Elizabeth Hospital, Birmingham (QEHB) will benefit from a £1.5 million funding injection, £1 million of which is scheduled to be generated by Le Tour: One Day Ahead, in order to build on its track record of success and drive forward access to innovative therapies,

The money will pay for:

• More research nurses

• Ability to deliver more state of the art therapies clinical trials and blood cancer treatments

• The potential to deliver stem cell transplants as an outpatient procedure

• A dramatically improved patient experience

• The chance of developing cures for a range of blood cancers within the next 30 years

• Consolidate the Queen Elizabeth Hospital’s position as a world-leading centre for the development of new drugs for the treatment of blood cancer LE TOUR: ONE DAY AHEAD 2015 TEN FACTS ABOUT CURE LEUKAEMIA

1. Founded in 2003 to allow patients with blood cancer the chance to trial new potentially life saving drugs not yet available on the NHS.

2. Cure Leukaemia part funds the Centre for Clinical Haematology at the Queen Elizabeth Hospital Birmingham, a world-class centre of excellence in the treatment of blood cancer.

3. The centre has developed the second largest adult stem cell transplant programme in the UK, hailed by Prime Minister David Cameron as an international centre of excellence in haematology.

4. The charity fund a network of specialist research nurses across the West Midlands, to offer potentially life saving new drugs and treatments to blood cancer patients who have come to the end of their treatment on the NHS.

5. The Cure Leukaemia for Kids campaign was launched in 2013 to celebrate Cure Leukaemia’s 10th Anniversary Year, with the charity committing to funding specialist nurses at the Birmingham Children’s Hospital.

Continued > LE TOUR: ONE DAY AHEAD 2015 TEN FACTS ABOUT CURE LEUKAEMIA

6. Leukaemia is the most common form of childhood cancer, with most children diagnosed under the age of 5. Drugs trials will help increase survival rates of children with leukaemia.

7. A specialist research nurse costs £40,000 per year to fund.

8. For every £1000 donated, Cure Leukaemia can leverage £10,000 worth of free drugs, meaning any funds donated work 10 times as hard.

9. Over the past decade Professor Charlie Craddock and his teams have treated over 4,000 across the region.

10. Each year over 30,000 people are diagnosed with blood cancer in the U.K. LE TOUR: ONE DAY AHEAD 2015 WHAT OPINION FORMERS ARE SAYING

“WHEN YOU LOOK AT THE DIFFERENCE THE MONEY RAISED FROM THIS CHALLENGE CAN MAKE TO THE FIGHT AGAINST LEUKAEMIA, YOU CANNOT FAIL BUT BE IMPRESSED,” JILL DOUGLAS, BBC LE TOUR: ONE DAY AHEAD 2015

SUPPORTING INFORMATION LE TOUR: ONE DAY AHEAD 2015 THE CYCLING SUCCESS STORY

3.1 million Britons cycle almost daily The mileage cycled in the UK is up 20% over the last 15 years In London alone more than 2.1 million people cycle regularly, a 1 million increase 546,000 women are cycling in London, since 2008 an 11% increase on last year

43% of the British population owns or has 245 Sportives (mass participation access to a bike racing events) in the UK in 2013; a 163% increase on 2009 £748 million spent on bikes in the UK in 2013, rising to an estimated £909 million 18,000 under 18s are now racing in the by 2018 UK; before the 2008 Beijing Olympics there were 4,000 £3 million annual contribution to the economy has been guaranteed by Since Le Grand Depart in 2007 bike British Cycling’s partnership with Sky in hire schemes now operate in London, 60 local authorities Liverpool and Glasgow LE TOUR: ONE DAY AHEAD 2015 THE CUTTING EDGE

EDGE was set up in 2014 to deliver top quality sporting events and challenges that provides an experience as close as possible to the real thing. Dan is Mr Detail and brings the logistical and organisational expertise and relationships from having successfully delivered more than fifty events. Geoff is the riding and the driving force, not only competing himself, but bringing his sporting and business contacts to ensure an event becomes a life affirming experience and a cherished memory.

GEOFF IS A PROFESSIONAL DAN HAS BEEN PRODUCING FOOTBALLER WITH A HUGELY MAJOR EVENTS FOR OVER 15 YEARS. SUCCESSFUL CAREER PLAYING HIS EXPERIENCE RANGES FROM FOR ENGLAND, CRYSTAL PALACE, ORGANISING PUBLIC ART WOLVES AND NOTTINGHAM FOREST. EXHIBITIONS TO PRODUCING LARGE SPORTING EVENTS. LE TOUR: ONE DAY AHEAD 2015 GEOFF THOMAS – FACTS & FIGURES

GEOFF THOMAS’S PLAYING CAREER: 1982 – 2002 • Clubs represented: • Rochdale • Crewe • Crystal Palace • Wolves • Nottingham Forest • Barnsley • Notts County • Captained Crystal Palace in FA Cup Final • Capped nine times by England between 1990 and 1992 • In 2005, awarded the BBC Sports Personality of the Year Helen Rollason Award after raising £150,000 by cycling all 21 stages of the Tour De France (2,200 miles) • In 2008, published a biography, ‘Riding Through The Storm’ LE TOUR: ONE DAY AHEAD 2015 SPONSORSHIP VALUATION – IN DETAIL

Sponsorship Evaluation Model for Le Tour: One Day Ahead - Title Sponsor (abridged) Tangible benefits

Brand Exposure - the 'Opportunities To See' (OTS) a sponsor's logo Branding presence Quant OTS - opportunities for target CPT or equivalent Value audience to see sponsor branding ITV 4 TV Highlights Rider's kit 21 13,020,000 £ 22.00 £ 286,440.00 Bus 1 13,020,000 £ 22.00 £ 71,610.00 Eurosport TV Documentary Rider's kit 21 70,333 £ 22.00 £ 7,736.63 Bus 1 70,333 £ 22.00 £ 1,547.33 Book Branded cover wrap 50,000 50,000 £ 22.00 £ 1,100.00 Photography in book 50,000 50,000 £ 22.00 £ 1,100.00 Introduction / Forword by senior company 50,000 50,000 £ 22.00 £ 1,100.00 Online Website 5,000 5,000 £ 22.00 £ 110.00 Twitter 15,400 39,270 £ 22.00 £ 863.94 Facebook 5,000 31,000 £ 22.00 £ 682.00 Spectators On road 7 1,333,333 £ 22.00 £ 29,333.33 Press coverage PR - general 5 8,300,550 £ 45,612.00 £ 22,806.00 PR - sponsor announcement 5 144,045 £ 819.00 £ 4,095.00 Media partnership 21 34,862,310 £ 22,806.00 £ 478,926.00 Purchasable Benefits Place on ride 1 n/a n/a £ 50,000.00 Places on London to Paris 4 n/a £ 1,000.00 £ 4,000.00 Gala dinner 10 n/a £ 200.00 £ 2,000.00 VIP Tour de France finish line package 10 n/a £ 229.00 £ 2,290.00

TOTAL TANGIBLE BENEFITS £ 965,740.23

Intangible benefits Score = 40 / 100 Intangible benefits value £77,259.22

Premium benefits Score = 13 / 50 Premium benefits value £75,327.74

TOTAL VALUE OF SPONSORSHIP PACKAGE £1,118,327.19 FOR MORE INFORMATION Geoff Thomas +44 (0) 7795 437085 [email protected] beforethetour.com