From Zions Bank to the motivated volunteers of teamgive, sponsors have been lined up for all stages of the Larry H. Miller Tour of Utah bicycle race, which will be held Aug. 17-22 in northern Utah.

The bank has maintained its presence as the presenting sponsor of the six-day, 300-mile competition, dubbed "America's Toughest Stage Race." This is the third year in a row -- and fourth in the past five -- that Zions has taken the lead role in financially supporting the USA Cycling-sanctioned professional race.

Sponsorship terms were not disclosed.

"Zions Bank is committed to the communities in which we do business," said Rob Brough, the company's executive vice president of marketing, noting that the race "showcases this great state, our culture and our people."

The Salt Lake Convention & Visitors Bureau wants to call attention to those assets as well, hence its sponsorship of the event's kickoff, a Prologue, or short time trial, in the hills and dales around the state Capitol and City Creek Canyon.

"We like to support the message the Tour of Utah spreads, that outdoor recreation of all shapes, sizes and sports is alive and well here in Salt Lake City," said spokesman Shawn Stinson.

Opening day is valuable, he said, with plenty of news media attention as 17 professional teams (136 cyclists in all) race against the clock to establish "the pecking order of who is wearing the leader jacket."

"The publicity for us is fairly far-reaching," Stinson added. "That gets to some of our targeted marketing audiences. We want people to know there's cycling around Salt Lake, not just mountain biking around Moab."

A second time trial, at Miller Motorsports Park in Tooele, is being sponsored by teamgive, a group of 100 or so recreation enthusiasts who have banded together to increase the awareness of neurological diseases and to raise funds for research and treatment.

The sponsorship "does involve a considerable monetary value, but we have found it is worthwhile for us," said teamgive spokesman Dave Watkins, a Salt Lake County resident who produces stock-trading software.

"It creates an opportunity to get out our message about the importance of charitable living and outdoor recreation," he said, appreciative of being able to provide competitive venues for professional cyclists worthy of emulation. "We try to pinpoint the individuals going out there and making a difference."

Tour of Utah President Steve Miller said his goal is to create value for the sponsors. In the case of Zions Bank, for instance, routes are crafted to begin or end near a bank and to pass by branch locations.

That's one means of compensating sponsors for their varying investments. He described the cost of sponsoring rider jerseys, stages and presenter only as "significant."

The return for that investment -- exposure on the tour's Web site, signage, hospitality opportunities -- must appeal to sponsors, Miller said, because there was a 100 percent return this year, despite the tough economy.

"The public wants to be part of it and the sponsors see that value and want to be part of it as well," he added. "We're not complacent. We know we have to earn our bread each and every year. But we believe the tour is on firm footings and we anticipate the race becoming bigger from here on out."

mikeg@sltrib.com