Nov 13, 2009 at 02:34 PM
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Got Milk?

As cycling events like the Tour of Missouri struggle to meet sponsorship goals, another cycling event has met its match, in milk.

The Wisconsin Milk Marketing Board will return as the presenting sponsor of the Tour of America’s Dairyland pro cycling event in 2010, tentatively scheduled for June 17-27, 2010.

“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.

“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,” Robson said.

“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.”