After Lance Armstrong's retirement from cycling last year, the Discovery Channel Pro Cycling Team is continuing to work with him to find his replacement - by no means a small task.
In a media release announcing the "Race To Replace", Discovery Channel said that Lance Armstrong will be "the centrepiece 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."
Discovery Channel president Billy Campbell said, "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. 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."
The focus of the campaign will be at the Indianapolis Motor Speedway for the Race on Replace on August 12, 2006. Net proceeds from the event will be donated to the Lance Armstrong Foundation, an organisation founded by Armstrong to inspire the 1.3 million Americans who are diagnosed with cancer each year. During the Race to Replace, cyclists of all levels and ages will be able to test their mettle on the international speedway and have an opportunity to ride with Armstrong, as well as participate in a full day of activities, including family-friendly events, live music and more. The winner of the Race will have the honour of donning the Discovery Channel jersey and race as a member of the team in the U.S. Pro Championship in September in Greenville, South Carolina.