Zug, Switzerland - The Tour de Suisse, one of the most important stage races in the international cycling scene, is to receive an optimised format from 2015 onwards. The opening and final weekends of the event will be staged in key regional areas to increase appeal and public perception and allow the fans greater contact and more intensive involvement with the event.
InfrontRingier Sports & Entertainment Switzerland appointed Zug as the opening region for the events between 2015 to 2017. The sports marketing company organises and markets the Tour de Suisse as of 2015 on behalf of Swiss Cycling.
The introduction of the new format aims to increase the regional presence of the top Swiss cycling race and to boost identification with selected cities. The opening and final weekends of the Tour de Suisse will focus on one region each, with individual stages being carried out as circuits within these two central hubs. The actual week day racing continues to take place along a continuous route through Switzerland.
Armin Meier, Managing Director of InfrontRingier, said: “In addition to the traditional weekday route, the new official regional hub concept offers a special event experience for the weekend spectators on either end of the race. The Tour de Suisse gets a home for the opening and the finals for the first time, as the fans come together in one place and remain in the centre of sporting action. Furthermore, the regions generate extra attention for the brand Tour de Suisse through their own promotional and marketing activities."
The organising committee of the “Tour de Suisse Zug Hub” has already begun its work. In 2015, the starting weekend races between 12 and 14 June begin and end in the city of Rotkreuz in Zug. The hostregion of the final weekend will be announced shortly.
InfrontRingier Sports & Entertainment Switzerland AG, based in Zug, Switzerland, is a 50/50 joint venture between the international sports marketing company Infront Sports & Media and the largest Swiss media group Ringier. InfrontRingier specifically focuses on the Swiss market and supports organisers of sports events as well as top athletes as a marketing, consulting and service partner.