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Latest News Index on Sponsorship Index on Sponsorship: Le Tour de France 2004
Latest News Index on Sponsorship Index on Sponsorship: Le Tour de France 2004 
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| Index on Sponsorship: Le Tour de France 2004 |
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| Monday, 26 July 2004 | |
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26
July, 2004: Yesterday's finish to the premier event in world cycling
brought a predictable result in the shape of a remarkable sixth triumph
for Lance Armstrong and more mixed results for ICT sponsors in the
field. As the first part of our new service covering the varying fortunes of ICT sponsorship in major sporting and cultural events, Index on Sponsorship, TelecomRedux begins by saluting the magnificent achievement of Lance Armstrong in becoming the first rider to win six tours. Yesterday's triumph continued an unbroken sequence of six wins in Le Tour dating back to 1999. Not one of the ICT-based sponsors in the race could match the overall success of Armstrong and his US Postal-Berry Floor team, but there were some bright spots nonetheless for the technology sector. Three teams had ICT companies as main sponsors: CSC, Euskaltel-Euskadi and T-Mobile. T-Mobile won the overall team competition for the Tour (an improvement on sixth last year) and produced the second- and fourth-placed individual riders behind Armstrong as well as the third-placed rider in the points competition. CSC, last year's team winners, dropped to third this year.They also produced the third-placed rider in the overall individual race and fourth place in the 'King of the Mountains' category for the best climbers. Euskaltel, second last year in the team competition, finished a disappointing 10th this year after a lacklustre Tour, although alone among the three ICT-based team they could at least boast one rider in the top five classification for young riders. On balance, T-Mobile edged out CSC in our Index on Sponsorship ranking, with Euskaltel trailing a distant third. Having said that, if one stretched the definition of 'communication to include postal services, all three would be left in the wake of Armstrong's dominant team. Next year, sponsorship of that team is to pass from US Postal to the Discovery Channel. For more information on the background to the TelecomRedux Index on Sponsorship, click here. Jim Chalmers |
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