AEG Exec VP Andrew Messick (pictured right, above) was at Le Tour Wednesday to meet with ASO executives to discuss the recent strategic alliance between the American sports marketing and entertainment firm and Amaury Sport Organisation, owners of the Tour de France. Messick, a former NBA exec who handled international business for the basketball league league and joined ARG last July. Among properties like the Los Angeles Galaxy team with David Beckham and the NHL’s Los Angeles Kings, AEG also owns the Tour of California. The "multi-dimensional marketing partnership" will create cross promotional platforms for the world’s most prestigious cycling event and America’s top stage race as well as provide assistance with media and sponsorship sales for the races in their respective regions.

ASO will assist AEG with the international TV and digital media rights sales & distribution of the Tour of California and develop, produce and distribute a portfolio of programming formats including live coverage of the California race. AEG will assisting ASO with the sales of specific Tour De France sponsorship in the United States.

Marketing initiatives aside, many observers of American cycling are curious to see how the AEG/ASO relationship will evolve in a sporting direction, as the potential for ASO to helo AEG re-make the California event into a true world class race certainly exists. ASO's Technical Staff, led by JP Pescheux, can bring the quality of course design and technical execution at the left coast tour up many levels, but the challenge for Messick and AEG will be to have enough vision to take advantage of the real value of Le Tour. The Tour De France is not a brand, but it is the best cycling event in the world and hopefully some of Le Tour's racing magic will rub off on Tour of California.