• by David Kaplan , January 10, 2005

Discovery Networks is taking it on the road--or rather, the bike lane--as the cable entertainment franchise is sponsoring the 2005 Discovery Channel Pro Cycling Team led by six-time Tour de France Champion Lance Armstrong.

Following a nine-year sponsorship agreement with the United States Postal Service, the only American professional cycling team ever to win the Tour de France begins its new three-year global partnership with Discovery Communications.

Capital Sports & Entertainment--the Austin, Texas-based marketing company that also manages and co-owns the Discovery Channel Pro Cycling Team--negotiated the deal. The company has helped make Armstrong one of the most advertiser-friendly athletes in the world by linking the bicyclist with brands such as Nike, Bristol-Myers Squibb, Coca-Cola, Trek Bikes, and Subaru.

Last year, Armstrong's team recorded its best season ever--winning 33 international events, including his sixth consecutive Tour de France victory.

The 2005 season begins with Malaysia's Tour de Langkawi from January 28 to February 6 and the Doha Classic and Tour of Qatar from January 29 to February 4. The team will also participate in all three Grand Tours, which will include the Tour de France, the Tour of Spain, and Team Discovery Channel's first Tour of Italy.

Under the global partnership agreement between Discovery and Armstrong, the bicyclist will serve as an on-air personality across Discovery's networks in the United States and around the world. Armstrong will also be featured in programming on Travel Channel and The Science Channel, as well as Discovery's television properties, Discovery Health Channel, and FitTV.

The Outdoor Life Network will broadcast live coverage of the Tour de France.