SRAM shifts away from Armstrong

Company joins Nike, Trek, Michelob and others in dropping former star

On Thursday SRAM issued a short statement announcing that it was "officially terminating its product sponsorship agreement" with Lance Armstrong.

SRAM joins a host of other top brands in publicly disassociating themselves with a man who brought them big publicity. Nike, Trek, Michelob, FRS and others have all issued similarly terse statements in the wake of the US Anti-Doping Agency's Reasoned Decision, a 200-page opus filled with numerous testimonies that Armstrong was at the center of a sophisticated doping program while winning seven Tours de France.

"SRAM is disappointed with the revelations that the USADA report has brought forth," SRAM's statement read.

Also following suit with other companies, SRAM pledged that it would continue its support of Livestrong — the cancer awareness entity owned by the Lance Armstrong Foundation — and the Bontrager-Livestrong development cycling team.

SRAM also used the opportunity to point out that while Armstrong had invested in the company in 2008, SRAM bought back those shares in June of 2011.

Ben Delaney

US Editor-in-Chief
Ben has been writing about bikes since 2000, covering everything from the Tour de France to Asian manufacturing to kids' bikes. The former editor-in-chief of VeloNews, he began racing in college while getting a journalism degree at the University of New Mexico. Based in the cycling-crazed city of Boulder, Colorado, with his wife and two kids, Ben enjoys riding most every day.
  • Discipline: Road (paved or otherwise), cyclocross and sometimes mountain. His tri-curious phase seems to have passed, thankfully
  • Preferred Terrain: Quiet mountain roads leading to places unknown
  • Current Bikes: Scott Foil Team Issue, Specialized S-Works Tarmac, Priority Eight city bike... and a constant rotation of test bikes
  • Dream Bike: A BMC Teammachine SLR01 with disc brakes and clearance for 30mm tires (doesn't yet exist)
  • Beer of Choice: Saison Dupont
  • Location: Boulder, CO, USA
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