Chrysler Group Sponsors Bike Tour | Adweek
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Chrysler Group Sponsors Bike Tour

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DETROIT -- The Chrysler Group's Dodge division is sponsoring the Tour de Georgia, a six-day, annual cycling race debuting April 22-27, 2003.

Dodge will be "official event vehicles of Tour de Georgia" and will supply an assortment of passenger, cargo and light-duty vehicles to support the event. Dodge will promote its line of new Sprinter Vans at the event. Financial terms were not disclosed.

Darryl Jackson, vice president of Dodge marketing, said the division hopes to extend audience reach and sponsorship activities through events like the cycling race. The race is expected to draw an estimated 1 million spectators and 50 million television viewers in the U.S.

The 2003 Tour de Georgia will cover more than 600 miles and will travel through Savannah, Augusta, Macon, Columbus, Pine Mountain (Callaway), Rome, Dalton, Gainesville and Atlanta. Tour de Georgia is the only stage race of this length in the U.S. sanctioned by the International Cycling Union (UCI) for 2003, and one of only five races in the U.S. on the official UCI
calendar.