Wisconsin Milk Marketing Board Named Presenting Sponsor of Midwest Cycling Series

Wisconsin Milk Marketing Board Named Presenting Sponsor of Midwest Cycling Series; Series Gains New Title

Milwaukee, WI – With the signing of Wisconsin Milk Marketing Board (WMMB) as presenting sponsor, organizers of the 2009 Midwest Cycling Series have announced the series will be taking on a new name, the Tour of America’s Dairyland.

“The Tour of America’s Dairyland is about promoting the healthy benefits of cycling and dairy products as well as showcasing the truly beautiful scenery of Wisconsin, dotted with nearly 14,000 dairy farms,” said Tour of America’s Dairyland co-founder Tom Schuler.  “From their recent sponsorship of an elite women’s racing team to promoting all of Wisconsin’s wonderful dairy products, the Wisconsin Milk Marketing Board has long been a staunch supporter of the active, healthy lifestyle.”

“The Wisconsin Milk Marketing Board is an exemplary partner,” continued Schuler. “And let’s face it, there’s no better recovery drink after a solid ride than chocolate milk.”

A new, professionally-produced 10-day series featuring criterium multi-lap races and road races, the Tour of America’s Dairyland will pay out over $100,000 in cash prizes plus primes, or rider incentives, in its inaugural year to professional and amateur men and women athletes of multiple categories.  Several Wisconsin cities will host the various stages of the Tour of America’s Dairyland, which runs June 19-28, and will kick off in Waterloo, home of the Trek Bicycle Corporation.  The tour includes the Downer Avenue Bike Race on Milwaukee’s Eastside, which will feature the famous Ben’s Cycle “Super Prime”.

“The tour is the perfect occasion to demonstrate the many benefits of milk and dairy products,” said James Robson, WMMB’s CEO.  “Not only is the event going to be fun but it showcases the importance of fitness and training achieved through the great nutrition dairy foods provide that all begins with the milk produced by Wisconsin’s Dairy Farm Families.”

Complementing the racing in the Wisconsin cities of Milwaukee, Waterloo, Grafton, Manitowoc, Fond du Lac, Sheboygan and Waukesha, will be live entertainment, family activities, and a sports expo.

Endorsed and supported by the Wisconsin Cycling Association and United States Cycling Federation, Tour of America’s Dairyland updates will be posted on tourofamericasdairyland.com

About Midwest Cycling Series, LLC

Midwest Cycling Series, LLC, organizers of the Tour of America’s Dairyland, June 19-28, 2009, comprises five avid cyclists and successful entrepreneurs including U.S. Cycling Team Olympian and Team Sports, Inc. President Tom Schuler, Olympic Road Race Trials qualifier and former Nova Cycle Sports Foundation President Bill Ochowicz, Milwaukee Junior Cycling Team co-Executive Director Bill Koch, National Senior Olympics competitor Jim Michler, and Paul Weaver, founder of one of Wisconsin’s longest running multi-sport teams.  Executive Director Jack Hirt, former executive director of the Bike Federation of Wisconsin, leads day-to-day operations.

About Wisconsin Milk Marketing Board

Wisconsin Milk Marketing Board, a nonprofit organization funded by the Wisconsin dairy producers, promotes the consumption of milk, cheese and other dairy products made in America’s Dairyland.

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For More Information, Please Contact:

Jack Hirt

Executive Director, Tour of America’s Dairyland

Ph:  414.943.6927

jackhirt@midwestcyclingseries.com

Lisa Downey

Marketing Communications, Tour of America’s Dairyland

Ph:  415.786.2817

lisadowney@midwestcyclingseries.com

Dave Bavlnka

Vice President of Advertising, Wisconsin Milk Marketing Board

Ph:  608.836.8820

dbavlnka@wmmb.org

Tags: midwest cycling series, Tour of America's Dairyland, wisconsin milk marketing board