Tuesday, June 15, 2004

Balance restored to the force...

Armstrong's team tunes into Discovery Channel sponsorship
The Lance Armstrong-led U.S. cycling team has a new corporate home.

On Tuesday, cable television powerhouse Discovery Communications Inc. signed up as the title sponsor of the cycling team, beginning in 2005. The sponsor now is the U.S. Postal Service, which is letting its deal expire at the end of this year. Financial terms of the Discovery deal weren't disclosed.

Armstrong, who lives in Austin, will attempt to win his sixth consecutive Tour de France next month and announced Tuesday he will race in next year's Tour de France.

Under the agreement, Armstrong will be an on-air personality for Discovery's global networks, including the Discovery, Travel and Science channels.

The Discovery Channel will be featured on the team's uniforms and on team-related communications and promotional materials. In addition, 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.

"Lance is a role model known for determination, integrity and a spirit that never gives up. There is no better ambassador for quality and trusted information than Lance Armstrong," says Judith McHale, president and CEO of Discovery Communications.

"This global partnership will bring Lance and the team to many of Discovery's programming and off-air activities in the United States, Europe and across the globe."

The Outdoor Life Network, which is owned by Comcast Corp. (Nasdaq: CMCSA), broadcasts live coverage of the Tour de France and airs "The Lance Chronicles: The Real Life Saga of Armstrong's Quest For Six."

Austin-based management and marketing firm Capital Sports & Entertainment Inc. and San Francisco-based sports marketing agency Tailwind Sports Corp. jointly own and manage the cycling team. Capital Sports & Entertainment represents Armstrong in all his business deals.

The ownership of Silver Spring, Md.-based Discovery Communications consists of four shareholders: Liberty Media Corp. (NYSE: L), Cox Communications Inc. (NYSE: COX), Advance/Newhouse Communications Inc. and John Hendricks, the company's founder and chairman.

Earlier this year, the Postal Service announced it wouldn't renew its sponsorship of the team effective Dec. 31. The deal paid the team about $25 million for four years through the end of 2004, according to media reports.



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