Wisconsin Milk Marketing Board Renews Tour of America's Dairyland Sponsorship; 2011 Dates Announced

Milwaukee, WI - The Wisconsin Milk Marketing Board will return in 2011 as presenting sponsor of the Tour of America's of Dairyland pro-am bicycling series across 11 Wisconsin communities.

"Tour of America's Dairyland is a healthy lifestyle event which benefits the family-owned Wisconsin dairy farms, cyclists of all abilities, and the entire state of Wisconsin," announced Dave Bavlnka, Wisconsin Milk Marketing Board Vice President of Advertising. "I am proud to announce that Wisconsin Milk Marketing Board is coming back for the third year."

Continued Bavlnka, "Sponsorship of the Tour allows us to position our nutrition packed dairy products in a highly competitive and exciting sporting activity where the participants fully embrace a healthy, active lifestyle and all of the nutritional benefits that can be derived from real dairy products."

Executive Director Jack Hirt also announced June 16-26, as the race dates for the 2011 Tour of America's Dairyland presented by Wisconsin Milk Marketing Board.

"Any racer that has been with us our first two years has experienced not only the refreshing and refueling nutrition of chocolate milk but the excitement that the Wisconsin Milk Marketing Board brings to Tour of America's Dairyland," said Hirt. "Closing day in Waukesha was unforgettable...I haven't seen that much anticipation over the arrival of the chocolate milk cart since snack time in grade school. Pete Leuer from Wisconsin Milk Marketing Board brought out the chocolate milk daily for the racers, and I think by day 11, he rivaled the podium girls in popularity."

Over $105,000 in cash and primes was paid out to racers of multiple categories during the Tour of America's Dairyland in 2010, which included the addition of the Women's 3/4 category and the Oarsman Capital Best Amateur jersey for men and women. Overall ridership in the Tour of America's Dairyland second year increased 70%, with several categories nearing capacity on some race days.

In 2010, Wauwatosa, Wis. native James Stemper (Kenda Pro Cycling presented by GEARGRINDER) took home the coveted yellow and white cowprint Overall Jersey in the Men's Pro 1/2 category, with Sarah Caravella (Team CARD) emerging as the Overall Pro Women's winner. Day 3 of the 2010 Tour of America's Dairyland, Giro d' Grafton, was a featured stop on the 2010 USA Crits Series calendar, which saw Rahsaan Bahati (Bahati Foundation) atop the podium in the coveted USA Crits stage jersey.

Sanctioned by USA Cycling, Tour of America's Dairyland presented by Wisconsin Milk Marketing Board will be announcing 2011 race venues and other improvements in the coming weeks.

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2010 Video/Photographs available upon request.

For more information, please contact:

Lisa Downey
Marketing Communications, Tour of America's Dairyland
Phone: 415.786.2817
lisadowney@midwestcyclingseries.com

Dave Bavlnka
Vice President of Advertising, Wisconsin Milk Marketing Board
Phone: 608.836.8820
dbavlnka@wmmb.org