From our Lance Armstrong Death Watch desk
According to ad industry bible Advertising Age, it’s Kaddish for Lance Armstrong in the marketing world.
Other Disgraced Athletes Have Made Comebacks, So How Marketable Is the Former Champion Cyclist? Not at all.
Lance Armstrong admitted to trying to “control the narrative” of his life during part one of his interview with Oprah Winfrey on Thursday night. But the narrative that’s now spinning out of control is what happens to what’s left of his image and marketability. The consensus on Madison Ave: He’s finished.
Nike, Anheuser-Busch, Oakley, Trek and other sponsors dumped the disgraced cyclist after the U.S. Anti-Doping Agency banned him for life for running what it called the most “sophisticated” doping operation the sport had ever seen. But if Mr. Armstrong thinks confessing to Ms. Winfrey will be the first step in a comeback, he should think again, experts warn.
Put a fork in Mr. Armstrong as far as future endorsement deals go, said Darren Rovell, ESPN’s sports-business reporter. He’s done.
“Lance Armstrong doesn’t have any future marketability. It’s over,” he said.
For starters, “If the [Tour de France] wins are not legit, then neither is he.” Beyond that, there’s no chance Armstrong will ever again attract the competitive attention he drew in his cycling career.
So from here on out Armstrong’s just, you’ll excuse the expression, spinning his wheels.