Mercury to Sponsor Tour de France
By Multi Channel News Staff -- Multichannel News, 4/30/2001 8:49:00 AM
Outdoor Life Network announced Monday that Ford Motor Co.'s Mercury Group has been signed as the exclusive automotive sponsor of its Tour de France road-cycling coverage, due in July.
OLN's coverage will span 23 days, July 7 through 29.
In addition, OLN senior vice president of ad sales John West said Mercury will be the exclusive auto sponsor on the two other networks with which OLN will partner on the coverage, Fox Sports Net (for weeknight half-hour highlight programming) and CBS (for hour-long coverage on three consecutive Sunday afternoons).
Mercury brand manager Jennifer Moneagle said the automaker 'will highlight our entire vehicle line, especially the new 2002 `Mountaineer.'' Its other brands include 'Cougar,' 'Sable' and 'Grand Marquis.'
Its sponsorship components will include a customized Mercury Cycling television program, print and radio advertising and in-store signage in about 1,500 bicycle shops and dealerships, as well as online promotions tied to the coverage.
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