May 12, 2010 at 07:58 PM
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Nissan Sponsors Amgen Cycling Tour for LEAF

Nissan has signed a two-year agreement to serve as the official vehicle of the Amgen Tour of California pro cycling race.

During the 2010 Amgen Tour of California, cycling will get a look at the new Nissan LEAF, a 100 percent electric, zero emissions vehicle. Nissan will also use the race to activate its sponsorship of Team RadioShack, led by seven-time Tour de France winner Lance Armstrong and three-time defending Amgen Tour of California champion Levi Leipheimer.

As part of the deal, Nissan will provide more than 40 vehicles that will be integrated into the event as official and support vehicles throughout the race. In addition, Nissan will have a consumer experience at the MBT Footwear Lifestyle Festival at the finish of each stage. The Nissan experience at each location will feature a Nissan LEAF display and debut Nissan LEAF virtual augmented reality technology.

"Nissan is proud to be the official and exclusive vehicle of the Amgen Tour of California, one of America's most exciting cycling events," said Brian Carolin, senior vice president, sales and marketing. "This partnership allows Nissan to connect with thousands of cycling enthusiasts in a meaningful way and experience the many Nissan vehicles that fit their healthy and active lifestyles."

"The debut of the new Nissan LEAF will be an exciting addition to all of the interactive elements already available for fans at the 2010 Amgen Tour of California," said Andrew Messick, president of AEG Sports. "Nissan's commitment to the environment aligns perfectly with the goals of the Amgen Tour of California, and we are proud to have them as the official vehicle sponsor of the race.

The 2010 Amgen Tour of California kicks off the 2010 Nissan 'Master the Shift' program, a fully integrated marketing program that naturally aligns the Nissan LEAF and Nissan brand with the interests of those engaged in an active, healthy lifestyle. The program features multiple running and cycling events, elite athlete endorsements and exclusive online content. More on the Master the Shift program can be found at