Canon and Harvey Norman POS
An example of the point-of-sale material Canon is using to promote this sponsorship.

Retailer Harvey Norman, along with leading brands Canon, Huawei, Samsung and Optus, are preparing for an epic cycling adventure through the heart of New South Wales, Victoria and Tasmania as sponsors of the 2014 Tour De Cure, a bike from Sydney to Hobart that is hoping to raise $3 million towards cancer research, treatment, education and awareness.

Started in 2007, the Tour De Cure has been held annually across different routes four Australian states and the Australian Capital Territory. This year will see its marquee event, known as the ‘Signature Tour’ cross the Tasman Strait for the first time, with riders cycling 1,576 kilometres from Sydney to Hobart.

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The tour starts on Friday 28 March 2014 and is scheduled to conclude on 6 April 2014. Two days out from commencing, the registered charity has so far raised just over $1.8 million of its $3 million goal.

The Tour is supported by Platinum Partner Harvey Norman, which is entering a team of nine riders: Andrew Feneley, Chris Brown, Chris Williams, Cory Morris, George Krantz, Michael Rapkins, Robbie Canner, Stuart Locke and Tim Brown.

“As a Platinum Partner of the Tour De Cure, we are serious about tackling this disease, which strikes Australians in regional areas in far higher proportions than in the metropolitan areas,” said Harvey Norman COO John Slack-Smith.

“We’re thrilled to welcome Canon aboard to help raise necessary funds and to use the power of photography to shine a light on this endemic health condition.”

Other teams on the Tour include Woolworths, Life Technologies, the Sunrise TV program, the Commonwealth Bank, Huawei, Vittoria, Lexus, Optus and the Spirit of Tasmania.

As part of its fundraising efforts, Harvey Norman is running a promotion alongside fellow sponsor Canon. For every eligible Canon camera or printer sold at Harvey Norman before 23 May 2014, $1 will be donated to the Harvey Norman team’s count. Furthermore, a team sponsor, Canon has already kicked in $35,000 to the cause.

Throughout the Tour, the riders will be visiting 15 schools in regional areas “areas to highlight the signs of cancer and educate the children on prevention as well as what to do if any signs are present”. Canon will be donating a printer and a DSLR camera to each school along the way.

“At Canon, we’re always looking for opportunities to contribute to meaningful causes and this is a great example,” said Canon Australia director — consumer imaging, Jason McLean

“In addition to raising funds for cancer research, we’re proud to be providing schools with the cameras and printers to create powerful images that raise awareness of the issue in regional Australia.”

Route map for the 2014 Tour De Cure.