ASTANA CYCLING TEAM X LANCE ARMSTRONG X LIVESTRONG

Ride for LIVESTRONG

When Lance came back to cycling in 2009, his mission was to create a global movement around cancer education.  But being teammates of Lance, we didn’t want him to carry this mission alone.  With the cycling team having riders representing 9 nationalities, we created a micro-site that provided cancer information and support services in each rider’s country.  Visitors also had the opportunity to donate to LIVESTRONG in honor or in memory of an individual impacted by cancer.  We tracked riders’ kilometers to showcase that they were riding for more than just winning races.  The campaign was covered on NBC Sports during the Tour de France and helped LIVESTRONG have one of its top fundraising years to date.  Ride for LIVESTRONG was featured in Sport Business’ Sponsorship Works case study book.