MONACO, July 4 /PRNewswire/ --     Saxo Bank, the online trading and investment
specialist, and main sponsor
of Team Saxo Bank, has launched a new and unique concept for The Tour de
France, combining video, audio and text into a free online storytelling
universe.



    The 'Taking the lead' project is designed for media partners to embed
daily stories and weekly issues onto the website
http://www.saxobanktakingthelead.com. The website will go live today at 4 pm
CET, when the Tour's spectacular start separates the men from the boys during
the inaugural time-trial in Monaco.



    Laurits Fischer-Hansen, Head of Sponsorship at Saxo Bank, says:
"Pre-produced content such as interviews with Saxo Bank's co-CEOs, riders,
mechanics, soigneurs and other staff will be available for free on the
website when it goes live. Newswires and web portals will be able to
integrate all of the content to their sites without any cost. During the Tour
we will be producing three to four daily stories as well as rider diaries and
a so-called 'Morning call' featuring Team Owner Bjarne Riis or Sports
Director Kim Andersen."



    Laurits Fischer-Hansen adds: "Saxo Bank is launching the 'Taking the
lead' site because we want to display that winning and teamwork is what Saxo
Bank has been about from the outset, but also to ensure that all fans of the
sport have access to news and videos from the Tour. As our CEOs and founders
have said, the sponsorship gives Saxo Bank the opportunity to highlight our
values of endurance and passion, and show what sports and business can
achieve together".



    Saxo Bank is one of the world's top 25 foreign exchange banks operating
in the global capital markets. Founded in Copenhagen in 1992 by Saxo Bank's
two founders and co-CEOs, Kim Fournais and Lars Seier Christensen, Saxo
Bank's online platform, the SaxoTrader, provides market access in 20+
languages to investors looking to trade Currencies, Stocks, Commodities,
Futures, Options and a full range of derivatives including CFDs. With
SaxoMobileTrader for iPhone(tm) complementing Saxo Bank's SaxoMobileTrader for
BlackBerry(tm), the bank also covers the largest segments of the smart phone
market.



    At a press conference last year on the 10th June in Copenhagen, Saxo
Bank's co-CEOs together with Team Owner Bjarne Riis, announced that Saxo Bank
together with CSC (Computer Sciences Corporation), would co-sponsor Team CSC
Saxo Bank. From 1 January 2009 Saxo Bank has been the sole main sponsor of
what is now known as Team Saxo Bank. The duration term of the contract is
three years.

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