Bike World News

Cycling promoter Midwest Cycling Series, LLC has announced that the Wisconsin Milk Marketing Board will return as the presenting sponsor of the Tour of America’s Dairyland in 2010. Tentative dates of June 17-27, 2010, for the encore year of the Tour of America’s Dairyland have also been announced.

“We are thrilled to have Wisconsin Milk Marketing Board back with us for a second year as we collectively promote the healthy benefits of cycling and dairy products,” said Tour of America’s Dairyland co-founder Bill Koch. “From the milk bottle presentations on the podium to the chocolate milk sampling from the Kemp’s Moo Mobile to the gigantic cheese wheel prizing, Wisconsin Milk Marketing Board represented the dairy farm families of Wisconsin in a highly professional manner while creating a lot of fun and memorable moments throughout the Tour for racers and spectators alike.”

“Positioning an active healthy lifestyle with dairy products just makes sense”, says James Robson, CEO of the Wisconsin Milk Marketing Board. “The protein and nutrition packed into Wisconsin’s vast array of dairy products are essential for peak athletic performance.”

In its inaugural year, the 2009 Tour of America’s Dairyland paid out over $85,000 in cash and primes (rider incentives) to racers of multiple categories across nine Wisconsin cities in 10 days. The Tour hosted three road races and seven criteriums, including the Downer Classic featuring the Ben’s Cyclery Ultra Prime Party and the Waterloo Classic in downtown Waterloo, home of Trek Bicycles.

Continued Robson, “It all begins on the 13,000 dairy farms located across Wisconsin, which produce the highest quality milk necessary for our world famous cheeses and other dairy products that together truly make Wisconsin, America’s Dairyland.”

Chad Hartley (Team GEARGRINDER) took home the coveted yellow and white cowprint Overall Jersey in the Men’s Pro 1/2 category, with Australian Jessie MacLean (Verducci/Breakaway) emerging as the Overall Pro Women’s winner. In addition to the Overall jerseys and the coveted commemorative milk bottles, Overall winners in all categories received a 30-pound cheese wheel from either Sartori or Belgioioso and the Wisconsin Milk Marketing Board.

“Wisconsin Milk Marketing Board continues to demonstrate its support of an active, healthy lifestyle just as they did when they sponsored a women’s elite pro team,” continued Koch. “Every stop on the 2009 Tour of America’s Dairyland included a women’s Pro race, and the Tour will feature even more racing opportunities for women riders in 2010.”

The Wisconsin cities of Blue Mounds, Grafton, Manitowoc, Fond du Lac, Sheboygan, Greenbush and Waukesha rounded out the 2009 Tour of America’s Dairyland, which also featured live entertainment, family activities, and a sports expo. The 2010 Tour of America’s Dairyland venue line-up will be announced soon.

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 17-27, 2010, 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, Team Geargrinder. 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 awareness and consumption of milk, cheese and other dairy products made in America’s Dairyland.

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