California Bicycle Race Switches Into High Gear

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The recession has hit the sports world hard. Even the Super Bowl saw reduced demand for tickets. And cycling has been no exception, with one of the leading American races in Georgia canceled this year.

You just wouldn’t know it from the annual Amgen Tour of California, which under the stewardship of AEG, the downtown L.A.-based sports and entertainment company, has become the premier multistage bicycle race in the United States.

When it kicks off Feb. 14, the four-year-old race will feature its biggest field ever, with 17 teams competing. AEG also is predicting the largest crowds in the race’s history.

Some of that excitement arises from the fact that it will be the second race for bicycle superstar and seven-time Tour de France winner Lance Armstrong as he pursues a comeback after retiring from cycling in 2005.

But the field also will feature a host of international stars, indicating the race has quickly become a marquee international event. Among the entrants is last year’s Tour de France winner, Carlos Sastre, and Ivan Basso, winner of the Italian Giro d’Italia.

“This race is going to have the best collection of professional cyclists ever in America,” said Andrew Messick, president of AEG Sports. “There has never been a field this good in the country’s history.”

The nine-stage race will cover 750 miles, starting Feb. 14 in Sacramento and concluding nine days later in San Diego. Local stops include stage finishes in Santa Clarita and Pasadena.

Messick attributes much of the race’s success to a partnership that AEG entered into a year ago with Amaury Sport Organisation, a French company that organizes the Tour de France.

AEG was able to secure wide television distribution with the help of Amaury. This year, broadcast coverage of the Amgen Tour will match other elite races worldwide (with the exception of the Tour de France). It will be broadcast in up to 100 countries and parts of the race will be available live to more than 120 million homes in Europe.

“They are helping with sponsorship and television internationally. We are able to piggyback on their infrastructure,” Messick said. “We are very happy at how the partnership has progressed.”


Soccer Suspense

Major League Soccer released its full season schedule last week and every team has the Los Angeles Galaxy and David Beckham on its schedule but fans could end up disappointed.

Although Beckham is only in the third year of a five-year contract, speculation is building that he may not return to Los Angeles when his two-month loan to AC Milan ends in March.

After scoring a goal in a win over Bologna last week, he was quoted as saying that playing for the Italian club was the “dream of every footballer” though he also noted he was under contract to the Galaxy and that he was “a very respectful person,” indicating he would honor his contract.

In order to keep Beckham, Milan would have to pay the Galaxy a negotiated fee. But it’s been reported that after November Beckham’s contract would allow him to walk away from his two remaining years.

David Carter, executive director of USC’s Sports Business Institute, said the loss of Beckham before his contract is out would hurt the Galaxy and MLS.

“If Beckham left, it would be detrimental to everyone involved,” said Carter. “It’s difficult to sell tickets when you don’t know your schedule, but even harder when you don’t know your roster.”

Beckham generated a media frenzy when in January 2007 he signed a Galaxy contract that guaranteed him $5.5 million annually, as well as a cut in merchandise and endorsements. Beckham has helped boost team and league attendance, but he’s believed to be disappointed in the former MLS champions, who have failed to make the playoffs for two consecutive years.

AEG, which owns the Galaxy, has reiterated that Beckham is under contract to the Los Angeles club.


Caddie Car

Mercedes-Benz has signed on as the official car of the Northern Trust Open, to be held this month at the famed Riviera Country Club in Pacific Palisades.

Terms of the deal were not disclosed, but at least one element sweetens the pot. The German luxury car maker will give a new Mercedes-Benz 2010 GLK 350 to any player who hits a hole-in-one on the 14th hole. The car lists for about $34,000.

Another part of the sponsorship has Mercedes-Benz handing over the keys to courtesy vehicles for players to use during the tournament.

The Northern Trust Open attracts many of the top golfers in the world. Its defending champion is Phil Mickelson, the world’s No. 4 ranked player.


Staff reporter David Nusbaum can be reached at [email protected] or at (323) 549-5225, ext. 236.

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