Le Tour – One Day Ahead Sponsorship Proposal by Edge
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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.” IAN WRIGHT 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 Match of the Day • 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 Eurosport, 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.