“Lance knows he’s poison as is, and my guess is he believes
if he apologizes... and cries big crocodile tears it won’t solve his problems
immediately, but it will at least start the process,” said Richard Burton,
David Falk professor of sports management at Syracuse University told NBC News.
Although he earned millions in prize money from winning the
Tour de France, Armstrong’s brand value lay in endorsements.
“His brand value during his yellow jersey days was almost
immeasurable,” said Mark Serrano, CEO of ProActive Communications. “I think
there were probably few brands in the world that were worth in excess of $20
million a year, and he was one of them.”
Armstrong had deals with numerous companies, including Nike,
Anheuser-Busch, Radio Shack and bicycle manufacturer Trek, all of which ended
their associations with him after he was banned for life from competing in
Olympic sports and was the subject of a brutal report by the United States
Anti-Doping Agency.
“Today we’re looking at a brand value of near zero,” Serrano
said.
"He is starting to repair his own brand,'' New York
Daily News columnist Mike Lupica told Matt Lauer on TODAY Tuesday morning. But
Lupica characterized the expected admission as motivated by public relations
and a desire for control, not heartfelt contrition.
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