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SBD/October 11, 2012/Marketing and Sponsorship
Nike Reaffirms Support For Lance Armstrong Despite USADA Doping Report
Published October 11, 2012
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SOLID FOUNDATION: ESPN.com’s Darren Rovell wrote while Armstrong's “credibility has been attacked once again,” the foundation that “bears his name is still pulling in significant dollars.” Year-to-date revenues for the foundation, the “largest athlete-named charity in the world, are up 2.1 percent to $33.8 million through Sept. 30.” Foundation data shows that the number of donations is “up by 5.4 percent versus 2011 and the average dollar amount of those donations is up 5.7 percent (from $74.88 in 2011 to $79.15 in 2012).” Livestrong CEO Doug Ulman said, "It's pretty much across the board higher than normal.” Ulman: "Our goal was to raise $2 million. We've sold 1,600 of 1,700 total tickets and we're going to raise a minimum of $2.5 million." Since Aug. 23, the day Armstrong “said he would not fight charges” brought by USADA, the foundation said that the average donation is “well above normal at $93.” Rovell noted purchases of Livestrong-branded merchandise are “up, too.” More than “5,000 orders have come into the foundation website with an average order of $61, about one-and-a-half times the average purchase in the online store.” On the year, merchandise is “up 2.2 percent and the average purchase is $10.45 more than last year's average purchase.” Nike has not “scaled back its Livestrong line of products.” There are “nearly 100 Livestrong-branded items available for purchase on Nike.com” (ESPN.com, 10/10).