Sponsor a Lap Today

Last Chance to Advertise Your Company During the Race

Downtown Evanston will be hopping for the inaugural Evanston Northwestern Healthcare Grand Prix of Cycling. Find out how your company can be part of the action and reach thousands of spectators at this day-long event.

Sponsoring Lap "Primes" is a great way for local businesses to speak to the crowd. These lap prizes are offered to riders by the race announcer over the PA Systems along the course. Plug your business, your latest promotion or remind Evanstonians and visitors alike of your services.

Click here for Lap Sponsorship Form (PDF) >>

A lot more goes on in professional cycling than just determining who wins the race. Throughout the day, several mini-races and contests build excitement. Lap prizes (known as “Primes” and often pronounced in French as “preemz”) are offered to riders encouraging them to perform feats of cycling prowess. Sponsoring Lap “Primes” is a great way for local businesses to reach the crowds and build awareness of their company.

“Primes” add an element of difficulty for racers and teams. The prizes tempt them to change their strategy and challenge their tactics. Do you outride your opponent to get as much prize money as you can or focus on hanging on to win at the end? If you hang back while others win “Primes”, do you risk being too far behind to win the overall race?

Legendary announcer Eddie Van Guyse has been announcing for International Cycling Classic’s SuperWeek and other bicycle races for decades. A skilled announcer, Eddie strategically offers “Primes” to motivate riders and get the crowds engaged in the race. He will use the PA system to broadcast the cash prize and the conditions for winning it to the riders.

Native son Eddie lived in Evanston, raced for the Turin cycling team and attended Columbia College. He landed a role in the movie Breaking Away, playing a (fictional) European Cinzano team rider. Eddie says: “Coming to Evanston to do this SuperWeek race will be like a homecoming. I’m excited to support the city and to reconnect with old friends.”

As a lap sponsor, your business will be highlighted by announcer Eddie Van Guyse in 25-second announcements (up to fifty words each) to the crowd, typically on the lap before the prime is announced, then during the prime lap or as the winner is announced. Your company’s message can include anything: your tagline, your mission statement, your elevator speech, announcements or your latest special offer.

Get Lap Sponsorship Form (PDF) and FAX TODAY >>

Types of Lap Prizes or "Primes" Available
There are several types of “Primes”. The announcer will select the type of “Prime” that will help build the drama of the race and whip the crowd into a frenzy. Here are two of the more popular ones:

• Lap “Primes”
  Offered mid-race. This “Prime” varies and is offered to make the race more interesting. This award can go to riders who cross the start/finish line on the next lap or reward other feats such as the first rider to break away from the main pack or riders who bridge gaps between packs.
• Gambler’s “Prime”
  Offered only during the last 4 or 5 laps in a race. This “Prime” is an incentive for a rider who can hold a high speed for several laps. Not only can the rider win the “Prime,” but by sustaining that pace, he or she has the ability to win the race. This puts other racers in a tricky spot: If they let the leader go, they lose their shot at winning the race. If they chase him or her, they may burn their energy and not have enough to sprint at the end and win.

Cost

• Lap Sponsorships cost $250.
  ($150 directly funds cash prizes received by the riders)

• Top event Professional Men’s Race Lap Sponsors receive
  two 25-second announcements.
• Professional Women’s Race Lap Sponsors receive
  four 25-second announcements.
• Masters and Category 3 Race Lap Sponsors receive
  six 25-second announcements. Additional readings
  may be available at the announcers’ discretion.
  

Announcement Pitch Examples

• Restaurants
  A restaurant on the course announces menu specials and describes the view from their tables.
• Retailers
  A nearby retailer describes art, jewelry or other specialty merchandise.
• Services
  During the Masters and Category 3 races, a downtown area spa announces massage services available to riders after their races. And, they highlight how a massage can benefit any spectator!

Lap Prize or “Prime” Sponsorship Proposal
Don’t miss this opportunity to reach thousands of spectators at this exciting, day-long event. Lap Prime Sponsorships are limited. Payment in full must be received for any sponsorship to be validated.

• Get the Lap Sponsorship Form (PDF) here.