January 6, 2010: Even athletes who spend most of their time on two wheels sometimes need four wheels. Nissan North America said it has signed a multi-year agreement with Lance Armstrong to become the official vehicle of his Team RadioShack pro cycling team. Financial terms were not disclosed.
The deal includes extensive sponsorship activation and the use of a variety of Nissan products during Team RadioShack's worldwide schedule, including in 2010 the Tour de France, Tour of Missouri and the Tour of California. Nissan said it views the partnership as a "way to connect with the more than 21 million cyclists in the United States and the 40 million cycling fans that attended live events around the world in 2009."
There was no word whether Armstrong would appear in marketing for Nissan. On his Twitter page, Armstrong simply tweeted, "Nissan joins us. Thanks, Nissan!!"
Team RadioShack, which was formed last year and is in its first season of competition, will begin its 2010 schedule with the Santos Tour Down Under in Adelaide, Australia from Jan. 17-24. The 2010 Tour de France will be held July 3-25.
Armstrong also has marketing deals with Nike, 24 Hour Fitness, FRS, Clear 2o, Oakley, SRAM and Anheuser-Busch's Michelob Ultra. Armstrong also is the driving force behind LiveStrong, which raises funds for and awareness of the fight against cancer. This is Armstong's second alliance with a car company as he previously had a four-year deal with Subaru valued at $12 million that ran from 2003-07.
Armstrong has won seven Tour de France events, but finished third in 2009 after coming out of a three-year retirement.
"There's a powerful alignment between cycling enthusiasts' interests and Nissan's in terms of performance, durability and sustainability, whether their favorite ride has two wheels or four," Christian Meunier, vp-marketing for Nissan North America, said in a statement. "It is a solid platform to launch many exciting products here in the United States and around the globe."
Nissan has numerous sports sponsorships, including the PGA Tour and in 2009 as an official sponsor of the 75th anniversary of the Heisman Trophy.
"We're very excited to have Nissan join as a partner of Team RadioShack. Team vehicles and new technologies play a key role in the success of any professional cycling team and we look forward to using Nissan products as we race around the world," Armstrong said in a statement. "We know that Nissan has some cutting-edge product launches on the horizon and we look forward to an excellent and winning partnership with our new Nissan friends for many years to come."
Added Meunier, "Nissan has been a proud supporter of the LiveStrong Challenge and looks forward to working together with the LiveStrong Foundation and their fight against cancer."