Expect to see plenty of six-time Tour de France winner Lance Armstrong this year, even if he doesn't saddle up his bicycle for a seventh-straight Tour de France victory.
Discovery Communications, which is sponsoring what had been the US Postal Service team, plans to feature Armstrong across its many cable holdings this year.
The high-profile Texan's heroic battle against cancer and his athletic prowess on the bike make him a nice fit as an on-air personality for many Discovery shows. He's already appeared on the Discovery Channel's American Chopper and TLC's Overhaulin'. Other Discovery branded cable networks he'll appear on — Travel Channel, The Science Channel, Discovery Health Channel, and FitTV. Somone's got to be working on his appearance on Discovery's Animal Planet (“Ankle-biting Dogs I Have Known”).
Discovery Communications launched its sponsorship of the 2005 Discovery Channel Pro Cycling Team this morning (press release). There are lots of videos, schedules, and bios at the team website, http://www.teamdiscoverychannel.com/.
Armstrong will be on view at the gym, too. He's partnering with health club operator 24 Hour Fitness to open a facility in Austin this year. Dubbed the 24 Hour Fitness Lance Armstrong Sports Club, it's the first of several expected to be built (press release).