Armstrong returned to cycling after a three-year retirement to promote the Livestrong Foundation’s fight against cancer. His prowess and popularity have attracted a lot of attention to the foundation and its efforts to promote cancer research and patient care.
"Utilizing the massive media attention that the sport receives has been the perfect vehicle to help spread the Livestrong message around the world," said Armstrong in a statement released through Radio Shack. “It's clear now that this was the right choice.”
Armstrong, at 37, is one of the oldest cyclists in the Tour, but his performance has kept him at the top of the pack; he is currently third overall in the 2009 Tour. With a full year to prepare, it is likely that Armstrong could perform better next year.
Armstrong rides for Team Astana as a volunteer, managed by long-time friend Johann Bruyneel. Bruyneel has announced that he is leaving the team, which is experiencing financial difficulties, at the end of the season. Speculation has Bruyneel going to Team RadioShack.
Armstrong is beloved by cycling fans all over the world, and is an icon in American sports and in broader American culture. By staying on the public stage and using his athletic ability, with RadioShack as a partner, "we have an incredible opportunity to leverage Radio Shack's connection to tens of millions of people to spread the Livestrong message," said Armstrong.
Radio Shack and Livestrong
"As one of the greatest athletes of our generation, a father, a cancer survivor, and a tireless advocate in the fight against cancer, Lance Armstrong understands the power of keeping people connected, and that's why we feel he's the perfect partner for our brand.” said Lee Applbaum, RadioShack's Chief Marketing Officer.
RadioShack also plans to activate their 35,000 employees and almost 6,000 stores across the country to raise awareness and funding for the fight against cancer through the Lance Armstrong Foundation and Livestrong. "We know that cancer research and survivorship is near to the hearts of many of our associates and customers, and together with Lance and his Foundation, we have the power to make a meaningful difference," said Julian Day, RadioShack's Chairman and Chief Executive Officer.
RadioShack will also sponsor the Livestrong Foundation's signature fundraising event, the Livestrong Challenge Series, a 5K run/walk and cycling ride held in four cities throughout the United States, providing support for an ongoing, self-sustaining fundraising vehicle to raise money for the fight against cancer.
"RadioShack's sponsorship will help spread the spirit of the Livestrong Global Cancer Campaign and fuel its efforts make cancer a global priority. The cancer community salutes RadioShack's efforts and the investment they are making in support of 28 million people living with this disease," said Doug Ulman, CEO of the Lance Armstrong Foundation.
