“Every time he’s [Lance Armstrong] is up there… and he’s wearing the US Postal Service logo, that’s imaging,” Gerry Kreinenkamp of the US Postal Service said. “That’s branding you couldn’t put a dollar amount on. Companies would kill for that kind of reach.”
The postal service needs to get as much as it can out of its Tour de France sponsorship. It is facing a potential $2billion (B2.3bn) deficit this year and was forced to cut its advertising budget to $151m (B172m) from $241m (B274m).
Cyclist Lance Armstrong is the third most recognised American athlete in the US after Michael Jordan and Tiger Woods, the US Postal Service, sponsors of the Tour de France, said today.
