Television, online networks in bidding battle for Lance Armstrong's return

November 25, 5:59 PMCycling ExaminerJames Raia

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Gene Bisbee (www.bikingbis.com) has a strong recent entry about the aggressive television and online bidding for Lance Armstrong’s pending return to the international peloton.

Bisbee reports several broadcast networks, according to MediaPost, including Versus (no, the network still has admitted it picked arguably the worst name in television history), NBC Universal and ESPN are negotiating for the rights to the Tour Down Under (Jan. 20-25), Armstrong’s comeback debutl

Versus arleady has the broadcast rights to the Amgen Tour of California (Feb. 14-22), which will mark Armstrong’s North American return. Versus also has the television rights to the (July 4-26) Tour de France (through 2013), although it remains unknown if Armstrong will compete. Versus is also considering a bid to broadcas the Tour of Italy (May 9-29).

Bisbee knows the subject. Consider:

“Versus (then OLN) carried the Giro d'Italia live several years ago, then switched to offering it for a small fee online in recent years. It's Tour of California coverage was relegated mainly to highlight shows in the evening, except for live coverage on weekends.

“Meanwhile, Cycling.tv already has arranged an online package for live coverage in North America. It ain't free, but it offers Tour of California, Giro d'Italia and the so-called "spring classics" that Armstrong says he'll ride in 2009. It also provides the Vuelta d'Espana and races like the Paris-Roubaix. You can check the list of races at the Cycling.tv website.”

According to MediaPost, Versus reached 22 million households with its Tour de France coverage this year. In 2005, Armstrong’s first retirement years, more than the 20.5 million householods watched.

One unique side note: If Armstrong were to compete in the Tour de France, Versus would likely have to tweak the assignments of its field broadcast crew that includes Frankie Andreu. Armstrong and Andreu aren’t exactly best friends these days.

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