Armstrong Return Brought Significant Boost to Amaury
December 15, 2010
Amaury Sport Organisation (ASO), the company which runs the Tour de France, were boosted by lance Armstrong’s comeback from retirement in 2009 which helped add around US$32m in sales.
The 39-year-old cycling legend returned to the event after three years and competed in a toughly fought and much anticipated duel with Alberto Contador which ASO stated was “certainly not irrelevant to the success”. The comeback encouraged business from the likes of Volkswagen AG’s Skoda and France Telecom SA’s Orange amongst its agreements.
Sales from ASO’s sports events rose 20 per cent to $195.4m with the global television audience of the Tour increasing 10 per cent. Net income fell 1.2 per cent to $42.3m.
Contador went on to win the battle in 2009 whilst Armstrong finished third on his return. The veteran finished 23rd this year in what will be his last in the Tour.