If, like me, you’ve been following the Tour de France closely this July, you can’t help but agree that it’s been an exceptional race. While the 2006 – 2008 Tours had their great moments, Lance Armstrong’s return has made it a compelling global event, recalling his great rides in his 7 Tour victories. 2009 has truly been Lance’s show.
I… we all would love to see him win the Tour, but whether he does win or not is immaterial. Coming back after 3 years out of professional cycling, Lance is as competitive as ever at 37 years of age and has demonstrated that he is still at the top of the sport. Moreover, even before the Tour wraps up this Sunday, he has won in his primary objective – spreading the LIVESTRONG message globally.
Certainly, there is no more marketable global sports figure than Lance Armstrong. Tiger, Kobe, Michael Jordan, even Michael Schumacher and Ayrton Senna in their respective days – they are or were incredibly influential and marketable. Jordan and Woods are clearly in leagues of their own. But Armstrong is on a podium without peers. Yes, winning 7 tours of course could, some day, maybe be repeated. However, the magnitude of Lance’s success in his sport, coupled with the creation and ongoing actions of the Lance Armstrong Foundation and LIVESTRONG is beyond the capability of any of his competitors in the Peleton, or any other contemporary sports figure for that matter.
So I’m ecstatic that he’s announced his own team for 2010. It’s a great opportunity for Radio Shack, or any brand to draft on Lance’s reputation, success, commitment to the sport, and association with Livestrong. And, I want to see him race in 2010 – it makes these three weeks in July, a block of time which demonstrates anything is possible.
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