As if versus needed any prodding, there is only one cyclist in the world in their myopic fantasyland and then there's a buncha tan skinned euro guys with too many vowels in their names trying to jam a frame pump in his spokes. And no, I just sad that in fun, I do not allege any racism. (Seriously.)
As someone who has been involved in marketing for about 20 years and also used to spend a lot of time studying it, I have to tell something that a lot of people may suspect is true but don't really know for certain: all these corporations with these $100+ million annual ad budgets.....they know about as much as you and I do how to spend it effectively. And that is being kind. Most of them, even high on the S&P 500 list just copy their main competitor because they've never had an original thought in their lives and never will.
When my own business was growing and gaining word of mouth, it was really weird to me because people would drop my company's name like well...look at what Joe's Widgets is doing! If they are advertising here and using such and such promotion, then you should, too. And competitors would begin imitating my own marketing campaigns that I had already learned from bitter experience were abject failures!
It's no different at the top. There's just more zeros on the checks. That's how jerks (like Lance, but he is far from alone) become spokespeople and bounce from one multi billion dollar sponsor to the next and meanwhile the marketing companies try and spin the results of their campaigns, good or bad. They are awesome at spin. Everyone I ever dealt with thought that they were singlehandedly responsible for my success (in the time I was successful, which was all too brief.) and would shout it all over town. Imagine their confusion when they'd come to me for a new ad campaign and I told them we were 'headed in a new direction' as the expression goes. After all they had done for me....???
If you are hoping for some sort of karmic comeuppance for LA, please don't hold your breath. Once you get that high up, no one has the balls to say, yeah, we threw $10 million his way and have little to show for it. But don't worry, they don't know enough to know it was wasted on him. Or does anyone think that Michelob ultra's sales wouldn't be precisely what they are had they not hired any celeb spokesperson at all but just ran some ads and put the siht on the shelves.....??? Here's another

for good measure.