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Richmond 2015: The Business of Making a Big Deal

This is the first time in nearly 30 years that the UCI Road World Championships is taking place in the United States. The Virginia Tourism Corporation (VTC) is partnering with Richmond 2015, the organizer of the nine-day cycling event, which will be held in Richmond this September. Event staging and visitor spending are expected to contribute $158 million to the Richmond economy.

“The UCI World Championships present a tremendous opportunity for the Commonwealth to drive economic development, promote tourism, and showcase Virginia as a premier travel destination to consumers worldwide,” said Gov. Terry McAuliffe. “This partnership will give Virginia Tourism Corporation an unparalleled platform to showcase the beauty and diversity of Virginia to visitors, as well as to audiences around the world who are tuning in at home. We are proud to partner with Richmond 2015 for this significant moment in Virginia’s history.”

As part of the partnership, VTC will air at least 500 30-second commercials across US domestic television broadcasts on Universal Sports, NBC Sports Network, CNBC, and NBC. Viewers will learn about Virginia as an exceptional travel destination with authentic travel experiences such as outdoor recreation, beaches, mountains, Virginia wine and oysters, and a robust culinary scene. VTC also will have editorial broadcast coverage for Virginia-related tourism content during domestic race broadcasts.

VTC’s iconic “Virginia is for Lovers” brand will have prominent placements throughout all footprints of the race, including major visibility and branding at the race finish line, time-trial start ramps, sign-in stage, awards podium, press conference backdrops, and event credentials. VTC’s instantly recognizable “LOVE” artworks will be installed around the courses.

“Virginia is a world-class destination for travelers and business investment,” said Maurice Jones, Secretary of Commerce and Trade. “This is an extraordinary opportunity to show the world why Virginia is for Lovers. Virginia’s natural beauty, booming culinary scene, incredible outdoor recreation opportunities, and historical significance will provide an amazing backdrop for the race, and will inspire thousands of people around the globe to plan their next adventure in Virginia.”

“The World Championships represent one of cycling’s pinnacle events, with more than 1,000 of the world’s top cyclists competing for 12 world championships over nine days of racing,” said Wilson Flohr, CEO of Richmond 2015. “They also represent a unique opportunity to showcase all that the Richmond region and Virginia have to offer to a worldwide television audience in the hundreds of millions.”

The partnership also represents an unprecedented multi-agency collaboration at the state and local levels, led by the Office of the Governor, Secretary of Commerce and Trade, Secretary of Administration, Secretary of Public Safety, Secretary of Technology, Secretary of Transportation, Virginia Tourism Corporation, Richmond Region Tourism, City of Richmond Economic Development, City of Richmond, Richmond Police, Richmond Mayor’s Office, and State Police.

Richmond 2015, Inc., is the independent nonprofit corporation responsible for the organization, management and promotion of the 2015 UCI Road World Championships. Partners of the UCI include MAPEI, SHIMANO, TISSOT, TACX and Santini. Partners of Richmond 2015 include Altria, Anthem, CarMax, ChildFund International, Cushman & Wakefield | Thalhimer, Davenport & Company, Dominion, Genworth, Hourigan Construction, Hunton & Williams, Kings Dominion, Lansing Building Products, MARTIN’S Food Markets, MWV, McGuireWoods, Norfolk Southern, PIASCIK, The Community Foundation, TowneBank, University of Richmond, Virginia is for Lovers, VCU Medical Center and Williams Mullen.

In addition to its corporate partners, the Commonwealth of Virginia, the City of Richmond, Hanover County and Henrico County are all key partners of Richmond 2015. For more information about Richmond 2015 visit www.Richmond2015.com and connect on Twitter and Facebook.

About the 2015 UCI Road World Championships

The 2015 UCI Road World Championships, cycling’s pinnacle event, will be held Sept. 19-27, 2015 in Richmond, Va., and is expected to attract as many as 450,000 onsite spectators from the Richmond region and across the globe over the course of the nine-day event as well as a worldwide TV audience in the hundreds of millions. More than 1,000 cyclists – Elite Men and Women, Under-23 Men and Junior Men and Women – from more than 70 countries will compete in three disciplines: the traditional Road Race, Individual Time Trial and Team Time Trial. The event, which is being held in the United States for the first time since 1986, culminates with the traditional road races on Sept. 26 (women) and Sept. 27 (men).

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