The Discovery Channel Pro Cycling Team will continue its relationship with Lance Armstrong in a new expanded role. In its second year as title sponsor of the team, The Discovery Channel has announced a comprehensive campaign and event to fuel consumers' growing interest in the sport that continues to enamor fans in the United States and abroad. Lance Armstrong is the centerpiece of the campaign, which will include a major cycling event, exclusive online content and an extensive marketing and advertising campaign, lending his support to the Team from the sidelines. Armstrong will also lend his vibrant image and brand to the campaign as it follows the journey to find the next Team leader who will replace Armstrong and on to victory.
“Lance is entrenched in the success of the Team and continues to be an inspiration and iconic hero both in the United States and abroad,” noted Billy Campbell, president of Discovery Communications, Inc., U.S. Networks. “And now that he has hung up the jersey, his role will change so that a new leader will emerge from a stellar group of athletes. Lance's hunger to see the Team succeed has only grown, and we look forward to serving as mentor and friend off the bike.”
Beginning on April 23, 2006, at the conclusion of the Ford Tour de Georgia where athletes from the Team will compete in the high-profile competition, The Discovery Channel Pro Cycling Team will kick-off a comprehensive public awareness campaign that will lead to a sensational event where thousands of sports enthusiasts and cycling fans and their families will converge for a day at the Indianapolis Motor Speedway for the RACE TO REPLACE. The RACE will be held August 12, 2006 at the site of the Indianapolis 500. Net proceeds from the RACE will be donated to the Lance Armstrong Foundation, an organization founded by Armstrong to inspire and empower the 1.3 million Americans who are diagnosed with cancer each year. During the RACE TO REPLACE, cyclists of all levels and ages can test their mettle on the international speedway and have an opportunity to bike with Armstrong, as well as participate in a full day of activities, including family-friendly events, live music and much more. The winner of the RACE will have the honor of donning the DCPCT jersey and race as a member of the Team in the U.S. Pro Championship in September in Greenville, South Carolina.
To generate buzz and consumer participation in this groundbreaking weekend, award-winning producers from the Discovery Communications, Inc., are launching a series of “Webisodes” – exclusive online-only episodes that offer an in-depth and insider's look at the stars of the Team — at http://www.racetoreplace.com. Twenty Webisodes will premiere beginning May 15, 2006, and will give viewers a day-in-the-life glimpse into the lives of the current cyclists who are in the running to be named Team leader. Adding to Discovery's popular line-up of audio podcasts available at Apple iTunes and on its own site, the Webisodes will also be available as video podcasts. Among the cyclists in the mix for Team leader (in alphabetical order) are Jose Azevedo, Tom Danielson, Viatcheslav Ekimov, George Hincapie, Yaroslav Popovych, Chechu Rubiera and Paolo Savoldelli.
The campaign will have the face of the entire Discovery Networks family, as several notable on-air talent from various channels appear in an on-air spots for the RACE TO REPLACE, including The Discovery Channel (Mike Rowe from DIRTY JOBS, Adam Savage from MYTHBUSTERS), TLC (Chris Garver and Kat Von D from MIAMI INK), Animal Planet (Steve Irwin from CROCODILE HUNTER, Jeff Corwin from CORWIN'S QUEST), and Discovery Health Channel (Dr. G from DR. G: MEDICAL EXAMINER, Dr. Drew from STRICTLY SEX WITH DR. DREW).
