RadioShack, an electronics store chain based in Fort Worth, Texas, is the new title sponsor of Lance Armstrong’s professional cycling team, a new website announced Thursday following the stage 18 time trial.
“As I mentioned the other day, we have an exciting announcement to make with regards to our cycling team for future years,” Armstrong said on a livestrong.com video. “RadioShack has agreed to partner with us on this venture and ensure that this partnership and this team stays alive for years to come and continues to be at the head of the peloton.”
Beginning in 2010, Armstrong will compete for Team RadioShack as a cyclist, runner and triathlete in events around the world, including the 2010 Tour de France. No word yet on the management structure or riders who’ve committed for 2010.
“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. Utilising the massive media attention that the sport receives has been the perfect vehicle to help spread the Livestrong message around the world,” Armstrong said in a statement. “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.
“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,” Armstrong added. “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.”
The Texas company was equally enthusiastic about the announcement.
“This is an exciting time at RadioShack,” said Lee Applbaum, RadioShack’s Chief Marketing Officer. “We are re-launching our brand with a new creative platform in early August, and now having Lance on our team — an American icon who embodies the spirit of mobility, connectivity and philanthropy — really allows us to accelerate our brand’s evolution.”
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.
RadioShack will also sponsor the Livestrong Foundation’s signature fundraising event, the Livestrong Challenge Series, a 5K run/walk and cycling ride held in four cities throughout the United States, providing support for an ongoing, self-sustaining fundraising vehicle to raise money for the fight against cancer.
“RadioShack’s sponsorship will help spread the spirit of the Livestrong Global Cancer Campaign and fuel its efforts make cancer a global priority. The cancer community salutes RadioShack’s efforts and the investment they are making in support of 28 million people living with this disease,” said Doug Ulman, CEO of the Lance Armstrong Foundation.
RadioShack introduced the TRS-80 microcomputer in 1977, the first mass-produced personal computer. The TRS-80 was fully wired and tested compared to the Do-It-Yourself models of the day. According to RadioShack, it was a primitive machine by today’s standards, but was a technological and price breakthrough, and overwhelming customer demand caused a production backlog that lasted for months. Over 200,000 TRS-80 Model I computers were sold from 1977 to 1981.
For more information, visit www.teamradioshack.com.