Discovery maximises Armstrong connection

US marketing publication Mediaweek reports that Discovery Networks are about to launch a major advertising campaign to highlight its sponsorship of the Discovery Channel Pro Cycling Team, and in particular, Lance Armstrong.

With the significant additional investment required by the top cycling teams to join the UCI ProTour, sponsors want to see a corresponding increase in awareness of their products and brands. As a major television network, Discovery Networks already has an excellent range of media vehicles to enable marketing execs to do just that.

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