Just as things were looking murky, Lance Armstrong and the U.S. Pro Cycling Team have themselves a new three-year, multi-million dollar sponsor–Discovery Communications, parent company of Discovery Networks.
The U.S. Postal Service had long sponsored the team and recently said it was ending its eight-year run at the end of the year. Discovery picks up the sponsorship in 2005.
“It is exciting to partner with a team that reflects our viewing audience,” said Dawn McCall, president Discovery Networks International, in a company conference call. “We are looking forward to working with [Lance and his team] to develop exciting programming and marketing opportunities in the coming years.”
Discovery’s three-year agreement calls for the team to be known as the Discovery Channel Pro Cycling Team. Under the agreement, Armstrong will serve as an on-air personality across Discovery’s networks in the U.S. and around the world. Armstrong will contribute his input and ideas for future programming initiatives expected to be announced in the near future. Additionally, the Discovery Channel will be prominently featured on the team’s complete uniform and on team-related communication and promotional materials. During the remainder of the 2004 cycling season, Discovery will sponsor the team with the placement of the Discovery Channel logo on the team’s jerseys.
Armstrong will be featured in programming on a number of Discovery Networks, namely the Discovery Channel, the Travel Channel, The Science Channel as well as Discovery’s television properties dedicated to health, wellness and fitness–Discovery Health Channel and FitTV.
“Lance will work with me and my team of development executives on a number of programming initiatives across many of our networks,” said Billy Campbell, president Discovery Networks U.S. “Through these programming initiatives and appearances, Lance and his team will also serve as ambassadors for Discovery in the U.S. and around the world.”
Next month, Armstrong is expected to win his sixth consecutive Tour de France and also said he will race in the 2005 Tour de France.
Sports marketing agency Tailwind Sports Corp., San Francisco and Capital Sports & Entertainment, Austin, TX, jointly own and manage the USPS Team.
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