Radio Shack Signs One of the Most Popular Twitter Users to Huge Contract

Jul 24 2009

Of course he’s a pretty good cyclist as well.  Radio Shack will be the official sponsor of Lance Armstrong’s new cycling team next year.  Here is the official announcement

FORT WORTH, Texas and AUSTIN, Texas, July 23 /PRNewswire-FirstCall/ — 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 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.

I think this is a fantastic investment for Radio Shack.  Most people don’t think of Radio Shack as a leader in technology gadgets.  That is unless you need a part for it.  By signing one of the most popular athletes AND one of the most famous users of modern technology, you are getting a two for one.  Lance is a man’s man and the ladies love him.  He represents old fashioned hard work combined with modern tech. Of course he is worth sponsoring simply based on his merits of an athlete but I do think you are getting an extra bang for your buck here.  Congrats Radio Shack on a great move.

Share This

About the author

Outsmarting the Dumb, Outworking the Smart

View all articles by ShaneCultra