Cyclist Lance Armstrong has made a Discovery: a new sponsor.
Discovery Communications Inc. Tuesday announced a new global partnership to become the title sponsor of the five-time Tour de France champion's U.S. Postal Service Pro Cycling Team.
Beginning in 2005, the team will be known as the Discovery Channel Pro Cycling Team. Armstrong will serve as an on-air personality across Discovery's domestic and international networks, and several programming initiatives will be announced later.
Discovery Channel will be prominently featured on the team's complete uniform and on team-related communications and promotional materials. In addition, during the remainder of the 2004 cycling season, the network will sponsor the team with the placement of its logo on the team's jerseys.
Armstrong will attempt to win his sixth consecutive Tour de France next month, and he also announced Tuesday that he will race in next year's event.
"Lance is a role model known for determination, integrity and a spirit that never gives up,” DCI CEO Judith A. McHale said in a prepared statement. “There is no better ambassador for quality and trusted information than Lance Armstrong. This global partnership will bring Lance and the team to many of Discovery's programming and off-air activities in the United States, Europe and across the globe."