RadioShack confirmed as Armstrong's new backer

Cycling Weekly breaking news logo

published 23 July 2009

Lance Armstrong's pledge to create a new ProTour team for 2010 became a reality today as RadioShack announced they would be backing the squad.

RadioShack were one of the many names circulating as potential backers but became the favourites this morning when it was discovered that domain name www.teamradioshack.com had been registered with Armstrong's management company.

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. “

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.

Thank you for reading 20 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Get The Leadout Newsletter