Mercury to Sponsor Tour de France4/30/2001 5:49 AM Eastern
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
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