Among the names that have been mentioned as potential sponsors of the new Lance Armstrong and Johan Bruyneel team have been Nike, LiveStrong and, more recently, Starbucks.
An anonymous source with knowledge of Starbucks’ branding initiatives has informed RKP that there are Starbucks/LiveStrong co-branded designs have been prepared for in-store displays. The natural question of why Starbucks would consider affiliating itself with a ProTour cycling team might have something to Starbucks impending launch of an instant coffee called VIA, not to mention its presence in more than 50 countries worldwide.
Starbucks’ CEO Howard Schultz is known to be a big cycling fan and lunched with Armstrong prior to his departure for the Tour de France.
Armstrong’s team announcement will be interesting.