• by Michael Nathanson , August 4, 2009

So, Alberto Contador wins the Tour de France and Lance Armstrong places third. First and third in the world. Think of that: Hundreds of millions of bicycles in the world and you are among the top three bicycle racers. A seven-time TdF winner, Lance is 37, fresh out of retirement and was, in his words, "riding to win." Contador, who is 26, was likewise riding to win, having won the TdF on one occasion previously.

Lance has seven yellow jerseys, an astonishing accomplishment made even more amazing given his near-death experience with cancer in 1996. He is himself a brand, a masterful brand manager and has -- or perhaps should have -- little to prove, in cycling or anywhere else. His anti-cancer crusade is admirable, almost legendary, as is evident by those ubiquitous yellow wrist bands. And not only does his presence ensure a bit of sporting drama but he does wonders for cycling's North American profile. Good for him!

Nevertheless, as the saying goes, two stallions in one stable is a dangerous thing. A week ago Sunday, Lance admits to going out drinking with his new sponsors rather than celebrating Contador's (and his team's) victory on Saturday evening, prior to the largely ceremonial race on Sunday. He couldn't make it to the soiree because he had more wine than usual. Sure, blame the booze. And last Monday, Contador, fresh off of winning a second Tour de France, rips Lance a new one (instead of, say, basking in the uber-mensch afterglow) by stating, "My relationship with Lance is non-existent. Even if he is a great champion, I have never had admiration for him and I never will". OK, not so nice.

Both of these athletes, it seems, take their individual brand reputations and attendant fan respect for granted. These two professionals could have used the opportunity to strengthen their already strong profiles, but instead have made conscious choices to publicly disrespect one another. Did I mention they just stood on the podium in Paris, together celebrating their incredible athleticism? They totally blew it, in my opinion. Two stallions in one stable a dangerous thing? It need not be so. It can prove a worthy investment, not a detriment, to those willing to see and embrace the benefits. Competitive spirit is a great thing. Mean-spiritedness is not. It is weakness incarnate.

I said to my wife on that Saturday that it would be a wonderful gesture to a world obsessed with winning at all costs if Lance and Alberto embraced or at least acknowledged each other on the podium on Sunday, celebrating their team's huge win. With hatchets buried, the torch is officially passed from one era to the next. But this was my version, not theirs. Not that I would wish for them to be disingenuous; however, given the mutual animosity we have witnessed since Lance's retirement ended, this would, in my opinion, have done wonders for their individual brands and show the world that at the end of it all, collaboration, or at least respectful reconciliation, is always possible.

I know I risk waxing too sentimental in my quest for poetic closure but it would have provided millions of viewers and fans worldwide with an additional great story to an already really great story. Instead, we have dirt instead of champagne. Instead, they act like infants, not champions. Like air from a puncture, their brand credibility and integrity is leaking and in my view, is now looking pretty flat.