Cyclist Lance Armstrong yesterday became only the
second American and first cancer survivor to win the Tour de
France, and in N.Y., Frank Litsky calls his win "the
ultimate payoff for someone who ... achieved remarkable
success on a bike, almost died and then found rejection from
the cycling community he had enriched" (N.Y. TIMES, 7/26).
In L.A., Randy Harvey writes, "With all due respect to the
U.S. women's soccer team, Armstrong's comeback is the feel-
good story of the summer" (L.A. TIMES, 7/26). In N.Y.,
Christopher Clarey writes that French TV ratings for the
Tour "were better than last year and only slightly below the
record totals" in '97. Overall, the Tour "attracted well
over" 40% of French TV viewers (N.Y. TIMES, 7/26). ABC's
Sunday coverage of the Tour de France drew a 2.7/7 overnight
rating, up 80% over last year's 1.5/4 overnight (THE DAILY).
NOW THE FUN BEGINS: In Philadelphia, Christopher Hepp
writes that Armstrong earned $350,000 for the Tour win,
which he will share with his U.S. Postal Service teammates
(PHILADELPHIA INQUIRER, 7/26). In Boston, Susan Bickelhaupt
wrote that Armstrong is "due to make" $2M in endorsements
following the win. Also, Trek "is talking about coming out
with an Armstrong signature bike" (BOSTON GLOBE, 7/25). USA
TODAY's Debbie Becker writes that Armstrong will "fly in a
Nike jet" to N.Y. for a NikeTown news conference Thursday.
Nike ads have begun airing that make the point that
Armstrong "is the first dead man" to win the Tour. He will
meet with Putnam book execs "to discuss his autobiography,"
to which he sold the rights for $400,000. Armstrong has
also signed a one-year, $250,000 deal with Bristol-Myers
Squibb, which made the chemotherapy drugs used to treat him
(USA TODAY, 7/26). Bristol-Myers takes out a full-page ad
in USA TODAY touting Armstrong's victory with the tag, "This
miracle is brought to you by Bristol-Myers Squibb" (7/26).
GOING POSTAL: In N.Y., Luke Cyphers wrote that with
Armstrong's win, team sponsor USPS is "the biggest likely
winner," as it earns "a publicity bonanza at a bargain
price." USPS signed Armstrong in '97 for $500,000, but
reportedly signed a new two-year salary deal valued at
$1.25M a year. USPS spokesperson Greg Frey: "The excitement
is just tremendous here. ... This team and Lance are a very
good model for us" (N.Y. DAILY NEWS, 7/25). The WALL STREET
JOURNAL's Sarah Ellison writes the Postal Service's red,
white and blue logo on Armstrong's jersey "was splashed over
television screens and newspapers" throughout the race.
USPS VP/Tactical Marketing & Sales Development Gail
Sonnenberg: "We are still here with our jaws hanging open,
unable to believe this has happened. This is every
marketer's dream." Ellison writes that the USPS covers over
$2M of the $4M cost of running the cycling team, with Visa,
Yahoo!, Trek and Volkswagen of America splitting the
remainder (WALL STREET JOURNAL, 7/26).
