Lance Armstrong's second consecutive Tour de France
triumph was also "victory ... for loyal sponsors," who were
"there when his career and his life were in jeopardy,"
according to CNNfn's Willow Bay on last night's "Moneyline."
CNNfn's Peter Viles reported, "In the end, it was a
marketer's dream. Your company's name on the yellow jersey
worn by Lance Armstrong. But behind the marketing victory
is a tale of risk and reward, of loyalty and betrayal.
Three years ago, Armstrong was a question mark, suffering
from cancer, unable to compete, drawing a paycheck from a
French cycling team few Americans had heard of." IEG
Sponsorship Report's Jim Andrews: "If you had Lance
Armstrong as one of your endorsers three or four years ago,
you probably looked at that and said, 'Gee, the guy's career
is over and we should probably maybe look to put our dollars
elsewhere.' But those companies that stuck with him, that
hung around and waited for him, are there now for one of the
greatest comebacks in sports history." Viles: "In his
autobiography, Armstrong singles out three companies for
their loyalty, writing, 'I'll be an Oakley, Nike and Giro
athlete for as long as I live'" ("Moneyline," CNNfn, 7/24).
The USPS runs a full-page ad in today's WALL STREET JOURNAL
and N.Y. TIMES congratulating Armstrong (THE DAILY).
MEDIA TOUR: In Austin, Suzanne Halliburton reports that
Armstrong "starts his whirlwind publicity tour" of the U.S.
today, as he'll fly to N.Y. then L.A. before returning to
France. Armstrong is set to appear on ABC's "Good Morning
America" and "Live With Regis & Kathie Lee" tomorrow
morning, and Nike has set up a press conference and book
signing for Armstrong's "It's Not About the Bike" for
tomorrow at NikeTown in N.Y. Additionally, Armstrong will
appear on NBC's "Tonight Show" on Thursday (AUSTIN-AMERICAN
STATESMAN, 7/25). Pilson Communications President Neal
Pilson, on Armstrong: "Right now, he is more of a public and
media star than a TV star because bicycle racing is simply
not a major TV sport in the U.S." (CBS MarketWatch, 7/24).
BICYCLE KICK? CBS' Anthony Mason reported last night
that with Armstrong's win in Paris, the U.S. bike industry
has "climbed aboard for the joy ride." Mason: "Suddenly,
sales of American-made road bikes ... have exploded.
Cycling's new superhero rides a Wisconsin-made Trek. In the
past year, between Armstrong's two Tour triumphs, Trek's
road bike sales have surged an astonishing 40%." Mason
said, "For decades ... no self-respecting European cyclist
would be caught dead on an American bike," but during this
year's Tour, "a record" three European teams rode U.S.
bikes. Since Canondale partnered with Italian company Saeco
three years ago and was endorsed by Italian rider Mario
Cipolini, sales have "soared 600% overseas." Mason: "In a
way, one man's triumph in Paris Sunday was a victory for an
entire American industry" ("CBS Evening News," 7/24).
