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With New Endorsement Deal, Armstrong Continues To Take Different Path
CNBC.com | April 28, 2010 | 09:41 AM EDT

Lance Armstrong's life has been defined by his against all odds cancer battle and his seven consecutive Tour De France wins that boosted his profile not only as one of the greatest athletes of all time, but as the most identifiable person in the world in cancer's fight, both symbolically and financially.

But in the twilight of his career, Armstrong has forged another unique path by lending his name and image to smaller companies in exchange for a piece of the action. In 2007, he became chief spokesman for FRS Energy, a small company that makes caffeine-free energy drinks and chews. With Armstrong's help, company sales have grown five-fold since he came aboard, the brand is now in more than 20,000 outlets nationwide and recently raised $23 million in funding. Today, Armstrong says the next company he will put his golden hands on is Honey Stinger , an 8-year-old small natural foods company based in Steamboat Springs, Colo., that makes honey-based energy gels, bars and chews.

The former Powerbar spokesman says he doesn't mind if all the marketing textbooks in the world recommend that athletes like him stick with high-profile, blue-chip brands.

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