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Making the most of Lance
Love him or loath him you can’t deny the power of Lance Armstrong to bring rare mainstream media attention to cycling.
Such is the power of Armstrong he has even managed to get former AFL
footballers on talkback radio talking about cycling. And that’s no easy
feat in Melbourne where Gary Ablett stubbing his toe getting out of the
shower during the off-season gets more coverage than the 1000 plus
death toll in the Gaza Strip.
It seems you can’t read anything about cycling in Australia at the
moment without some reference to the Texan, so I’m going to join the
party.
As much as it’s great to have the current level of coverage, which I
wish we could get more regularly, is the mainstream media talking about
cycling or are they just talking about Armstrong? And what are the
risks of being so dependent on the star factor of just one cyclist?
The majority of the media coverage seems to be just about Armstrong.
That’s not necessarily a bad thing as there is so much potential
up-side to that including, hopefully, the general sports media
following his results at the Tour of California, Paris-Nice and the
Giro d’Italia and developing an understanding that there is more to
cycling than the Tour de France.
As for the risks of being so dependent on one star there are plenty.
It’s like having an investment strategy based on having all your shares
locked into one company rather a diversified fund.
In Australia we have been protected a little from post Armstrong
drop-off by the performances of Cadel Evans at the Tour. Actually,
thanks to Cadel, Australia’s interest in cycling is arguably at an all
time high.
However, there is no way Cadel riding the Tour Down Under would have
created half the level of interest Lance has managed to generate.
The reality is there is no way of finding another Armstrong because his
life story is beyond the imagination of even the greatest fiction
writers.
The challenge for cycling is to capitalise on Armstrong’s return and be ready for his next departure.
In my view for cycling to maintain some of the current momentum we need
Armstrong to have a successful comeback but not too successful.
If he was to win the Tour de France at the age of 37 after three years
in retirement surely, in the eyes of the average sports fan, it would
damage the credibility of those making up the minor placings.
However, if he is to finish somewhere between third and fifth and
pick-up a stage win in the mountains it’s an extremely successful
comeback that also demonstrates the quality of those ahead of him.
Conversely if Armstrong’s return to racing is a flop it will have many
quarters of the media, particularly in France, claiming their doping
accusations during his seven Tour wins have been vindicated.
As for who can step up as the man to bring in the crowds Contador is the obvious successor.
He has the charisma on the bike plus he’s got his own near death
experience following a blood clot in his brain in 2004, which is the
reason for the scar on his head where the titanium plate now
substitutes a portion of his skull.
In the meantime enjoy the attention Armstrong is bringing to the sport
we love and use it as an opportunity to tell your non-cycling friends
about the rider you most enjoy watching race.
I’m using the Tour Down Under to tell people about Luis Leon Sanchez,
who descends like a skydiver without a parachute – treat yourself and
watch stage seven of last year’s Tour de France and the final stage of
Paris-Nice.
Your Say
FU
I once went bicycling with group of friends. They handed me one like this, and I refused because the tire was too thin, lol.. free advertising |employment|latex mattress
Tassie
to Devils advocate, not one of Lance's team mates ever tested positive whilst in the squad in all the years, the couple that did test positive did so with other teams after they had moved from USPS/Disco and now Astana, your diatribe is unfounded and unnecesary on this forum. 90,000 people on 1st stage proves people want to watch and if Lance comes back again next season that number will only go up, Viva Le Tour "Downunder" and Viva Le Lance!!
Sydney
Yes Lance has brought the TDU and cycling to main stream Australia's attention but I much say it is such a shame that SBS has not taken advantage of this. Not only would the attention justify more coverage bute surely this would get more people to turn over to SBS and thus provide a win win. I am sorry but 22 minutes of coverage that is not repeated and is in a time slot that is known for poor rating as most of working Australia is not yet home is doing SBS and their usual quality cycliving coverage no favours. Please live up to your fantastic reputation for next year an have re-runs and coverage that actually covers the drama.
Newcastle
It's sad when you think people are inspired by Lance. Ask him about the secret donations to the UCI and then can someone ask the UCI where these donations went? Why has all bar 'Big George' Hincapie that has ridden with Lance, tested positive or has been implicated in doping. Lance was a part of a dubious past and that is where he should have stayed. Cycling has a long road to recovery and it is not helped by Lance's return.
Geelong
Another interesting blog Matty!! Well, the Lance Armstrong show rolls on!! Without question, us sporting freaks wait with great anticapation for Lance's return to international cycling. Ok, lots are saying Lance has hijacked one of Australia's premier cycling events, South Australia's Tour Downunder. The world media has frenzied on this 'juicy' story ever since the seven time Tour de France winner announced last year his imminent return to the cycling world. So, who's to blame over all this hype, Lance Armstrong or the the headline seeking media? What about this hypothetical scenario? 'It's just been announced that Tiger Woods has been lured to contest next year's Australian Golf Open.' Tiger Woods is widely acknowledged as one of sports greatest athletes. How would the Australian media deal with this situation? I'd suggest very much in the same vein as they are currently doing with Lance Armstrong. Over time not much has changed within the media's general mindset, Big names, make big headlines!! We should be ultra happy and celebrate the fact that one of greatest sporting talents of all time in Lance Armstrong is contesting a cycling event in Australia. Bring it on!!!
Sydney
Thanks for your comment David, you can see that re-iterated in many of today's reports coming out of Lance's presser yesterday. It's something that does get a bit lost in the hype since most of us are cycling fans sometimes focused only on the racing. It's not just about the bike.
Sydney
Lance Armstrong's return to Pro cycling, and his presence starting here in Australia has mostly to do with the promotion of his charity Livestrong. You will notice in most media talks, and training rides he is pictured in - he will be wearing livestrong gear and promoting the cause. Lance Armstrong’s return to professional cycling in the Tour Down Under coincides with the LIVESTRONG Global Cancer Campaign kickoff. In his statement dated 9th September 2008 Lance stated: "I have decided to return to professional cycling in order to raise awareness of the global cancer burden. This year alone, nearly eight million people will die of cancer worldwide. Millions more will suffer in isolation, victims not only of the disease but of social stigma. After the passage of Proposition 15 in Texas, a $3 billion investment in the fight against cancer which is helping to make this disease part of the national dialogue in America, it’s now time to address cancer on a global level.” I believe the more hype about lance the better - His story entails far more than just a successful cycling career and or if he is going to 'win' the race. and his drive is livestrong and the Global Cancer Campaign.
Melbourne
Lance Armstrong's participation in the Tour Down Under can only enhance the prestige of the event and contribute to the growth of Aussie cycling. Don't worry about all the media hype - just enjoy being able to see such a wonderful and accomplished veteran in action.
The Pulse Studios
I'm standing in my girlfriends kitchen... and on the wall I see and advertising campaign for an airline company entitled 'Your Chance to see Lance,' I'm getting sick and tired of the whole circus, it all started with the secret flight into the country. Is he trying to win? I'd bloody hope so. I'll be cheering for our very own home-grown super star Graeme Brown who provides some of the greatest entertainment during races of any distance on any surface... where's his name in the media? What about our young guns? They deserve the coverage... No, its all about Lance.
Greensborough
You've nailed it on the head! The media coverage is great but what happens to the sport when Lance leaves again. Hopefully the organisations can get their stuff together and launch off the back of it and keep the momentum going. Full credit to Cadel, even though it's clear he doesn't like dealing with the media he been a great supporter of charity events and donates a lot of his time to the sport.
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