Prime sponsorship · Berkeley Streets Criterium
Put your name on a sprint everyone sees.
A prime is a prize sprint in the middle of a criterium: a bell, an announcement, a sprint and a winner. For a sponsor, it's one of the clearest moments in bike racing.
01 For people who don't race
What is a prime?
A prime, pronounced "preem," is a prize racers sprint for during a criterium, before the finish. The race doesn't stop: one rider wins the prime, and the field keeps racing to the final sprint.
A criterium is a race of many laps on a short closed course. At the Berkeley Streets Criterium, that course is a 0.61-mile loop in downtown Berkeley, so the prime line is never far from the crowd.
The moment
Bell, call, sprint, winner.
From the bell to the winner takes about one lap. This is what your prime looks like.
- The bellIt rings on the lap before the prime, at the line where it will be decided.
- The callThe announcer calls the prime and the prize, so racers and the crowd both know.
- The race lights upRiders move up, the pace jumps, and a quiet race suddenly isn't.
- The sprintRacers sprint for the prime line in front of the spectators.
- The winnerOne rider takes the prize, and the race goes on to its finish.
Why sponsors like primes
Why sponsor a prime?
Because it's a moment with a beginning, an end and your name in the middle. Racers race harder for it, spectators understand it, and it can be as small or as large as you like.
Anyone can follow it
You don't need to know bike racing to understand a bell, a prize and a sprint. That makes it one of the clearest sponsor moments in the sport.
It changes the race
A prime makes riders attack, chase and sprint. Sponsors don't just watch the race; they make something happen in it.
The crowd sees it
Racers pass the same spot every 0.61-mile lap, so spectators near the line see the sprint and the winner.
It fits any budget
One prime or several, cash or product. A prime can be a small, focused way to take part.
It works for local businesses
A gift card or a meal from a nearby business, won in front of racers and their families, is an introduction they'll remember.
It makes good content
A sprint for a prize is a short, clear story for photos, video and social posts.
Cash or product
What a prime can be, and the rules.
A prime can be cash or a prize racers want: a product, a gift card, a meal. Product primes are a good fit for product partners, and gift cards for Berkeley businesses.
USA Cycling rules that apply
- In youth races and races only for Novice riders, prizes, including primes, can't have commercial value: only trophies, medals, ribbons and certificates (rule 1H11(d)).
- The full prize list has to be available to racers on the first day of the event, with prizes valued at retail (rule 1H11(a)).
- A bell rings on the lap before a prime sprint, at the line where it will be decided, which doesn't have to be the finish line (rule 3D7).
- Primes can be planned for certain laps or called during the race under the chief referee's supervision, and a rider who wins one keeps it even after dropping out (rule 3D7).
- Primes don't change the Berkeley Omnium standings: Omnium points come only from final placings.
From the USA Cycling Rule Book (07·25). The officials at each race have the final word.
How it works
Five steps to your prime.
Nothing is promised until it's agreed with the organizing committee. The officials decide exactly when a prime runs, and no one can promise which rider wins it or how big the crowd is at that moment.
Tell us the prize
Cash, a product or a gift card, and roughly what it's worth.
Choose a race together
Cash and product primes go to races where commercial prizes are allowed: not youth or Novice-only races.
The officials schedule it
Primes are set for certain laps or called during the race, under the chief referee's supervision.
Race day
The bell, the announcer's call and the sprint, in front of the crowd.
The winner gets the prize
A rider who wins a prime keeps it, even if they don't finish the race.
Prime sponsorship
Questions about sponsoring a prime
What is a prime in a criterium?
A prime, pronounced "preem," is a prize racers sprint for during a criterium, before the finish. A bell rings the lap before, the prime is announced, racers sprint for a line, and the winner takes the prize while the race carries on.
What is a prime? A racer's guide →Can a company sponsor a prime at the Berkeley Streets Criterium?
Yes, it can be discussed with the organizers. The prize, the race and how your company is named are agreed before race weekend, and the officials decide when primes are run.
What can a prime be?
Cash, a product, a gift card or another prize racers want. Product prizes are valued at retail on the race's prize list, which USA Cycling requires to be available to racers on the first day of the event.
Can a prime be offered in a junior or Novice race?
Not a prize with commercial value. Under USA Cycling rules, youth races and races only for Novice riders can award only trophies, medals, ribbons and certificates.
Do primes count toward the Berkeley Omnium?
Primes don't change the Berkeley Omnium standings: Omnium points come only from final placings.
How Omnium scoring works →How much should a prime be worth?
There's no fixed amount. It's agreed with the organizers before race weekend and has to appear on the prize list. Products racers actually use make good primes.
Can we sponsor more than one prime?
Yes, that can be discussed: several primes across one race, or primes in different races through the day.
Berkeley Streets Criterium
Ring the bell for your prime.
Tell us the prize you have in mind, and we'll work out the race and the details with you before race weekend.