July 23/09 12:29 pm - Lance Armstrong Partners with RadioShack to Form New Cycling Team in 2010
Posted by Editoress on 07/23/09
RadioShack Corporation (NYSE:RSH) is proud to announce a partnership with seven-time Tour de France winner Lance Armstrong to form a new American Pro-Tour cycling team. Beginning in 2010, Lance Armstrong will compete for Team RadioShack as a cyclist, runner and triathlete in events around the world, including the 2010 Tour de France.
Lance Armstrong returned to the world stage of professional cycling in order to promote the efforts of the LIVESTRONG Foundation and their fight against cancer. From the start of the 2009 season at the Tour Down Under in Australia, Lance’s return has generated significant attention and has allowed LIVESTRONG to step up awareness, grassroots action and fundraising in the global fight against cancer.
“This has been a great season so far – the response in the countries we’ve been to has been amazing and it’s clear now that this was the right choice. Utilizing the massive media attention that the sport receives has been the perfect vehicle to help spread the LIVESTRONG message around the world,” said Lance Armstrong. “To be able to compete for an American team comprised of the world’s top cyclists, supported by the best coaches and staff – I couldn’t be happier to partner with RadioShack, a truly iconic American brand,” said Lance Armstrong.
“Teaming up with RadioShack makes sense for a number of reasons. For one, it’s very appealing to me that they have a huge base of stores throughout the U.S. and Mexico. We have an incredible opportunity to leverage RadioShack’s connection to tens of millions of people to spread the LIVESTRONG message,” said Armstrong. “Also, in cycling, the technology we use on our bikes matters – it allows us to compete at the highest level. It’s important to me to partner with a brand that understands the role technology plays in people’s lives.”
“RadioShack keeps people connected in a highly mobile world through innovative technology from leading brands,” said Lee Applbaum, RadioShack’s Chief Marketing Officer. “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. “
“This is an exciting time at RadioShack,” added Applbaum. “We are re-launching our brand with a new creative platform in early August, and now having Lance on our team – an American icon who embodies the spirit of mobility, connectivity and philanthropy – really allows us to accelerate our brand’s evolution.”
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.
Wasserman Media Group managed the partnership process on behalf of Capital Sports & Entertainment and Lance Armstrong.