Back in March, I commented that the electronics retailer was sponsoring a team without mentioning it. For me, it looks like the deal is clearly about associating with Lance, the campaign is all about the team’s star rider, there’s no mention of Leipheimer or Brajkovic. This isn’t team sponsorship or sports marketing, it’s a way to associate Saint Lance with your brand.
It is not entirely clear how beneficial RadioShack’s relationship with Armstrong has been this summer. The iconic cyclist’s uncharacteristically poor finish in the Tour de France was exacerbated by intensifying allegations that he has used performance-enhancing drugs in the past.
This has to be the key point, there’s little positive coverage that can counter the growing perception of Armstrong’s past methods, what was once whispered on cycling forums is now becoming relayed by the mainstream media. No amount of wins from Leipheimer, Steegmans or Horner can ever make up for this.