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One week after the US Anti Doping Agency released the extent that cheating allegations made against Lance Armstrong.
-- -- of his biggest sponsors Nike RadioShack are terminating their contracts with cyclists.
But after what -- calls quote seemingly insurmountable evidence that he participated in doping.
-- Armstrong ever be able to rebuild his -- joining us now worth -- Nelson senior correspondent for SB nation in thanks coming in today.
Several and as the big bucks for these athletes come from these endorsements.
-- Nike dropping Lance Armstrong I mean is the door basically shut for him.
I think it has been you know Nike in some ways actually in more ways has.
A stronger brand and this is a stronger message -- the sonic could ever deliberately -- as a government institution.
And and in essence with with -- its reputation they are saying.
We reject -- we except what you -- has basically alleged.
And we no longer want to be associated with you it is a massive blow to Lance Armstrong and not only his brand but also the let's congrats.
I'll tell you what was so interesting to me and it.
Analysis he provided to us headed tightening say the wife of a former teammate testified under -- that Nike wired money to the head of the international cycling governing body.
To cover up Armstrong's positive drug test so it's incredible to me.
That he sponsors would be so intertwined into the dealings of these athletes and athletes they sponsor in particular and I think that's why today with almost a preemptive strike.
And that haven't gotten out much attention which is surprised me well in fact some of his former -- so that they might even go outside -- -- and protest.
If -- didn't drop ten so I think this is a preemptive strike to say.
We are washing our hands clean Lance Armstrong.
They're still it can be associated with the let's strong brand but they clearly want nothing to do plants Armstrong and I think they hope that that might got part of the story might go and well I mean if it does not mark is this is part of sworn testimony now obviously are out there in in the -- -- in the record.
The what does it mean for Nike.
Well I think -- -- -- will be -- and Nike is an incredibly strong -- when the strongest brands and the world.
What it would mean now if more allegations were to come out or -- actual rather proof were to be.
It's about because it didn't have parts of central -- this -- sworn testimony.
Certainly major major damage control you would imagine that there -- certainly be people fired an end the like but.
They obviously are hoping to avoid that by doing.
In part what they did to that so much Nike in its history dropped Michael Vick in court about the dog fighting charges he landed in jail for them they decided to keep Tiger Woods though obviously talking Armstrong -- so.
Well doesn't that decision making process -- thing about -- that.
Armstrong is only second known athletes be dropped by night he mentioned my back.
Mike Beck and Tiger Woods both.
Still have plenty of years left in athletic careers so there is a possible and that -- why would you wanna get rid of them if they could potentially making money in the future.
Lance Armstrong has athletic career is most likely done so for -- to drop -- it's certainly a lot easier.
Much -- business decision because most likely.
He's not really going to be doing much athletically -- the real tragedy is what happens to the charity to -- strong which has come grown to means so much to so many people really symbolize hope.
And recovery and you know obviously.
That's but the future baffled -- jeopardy are the value celebrity endorsements I'm sorry athlete endorsements quickly going down now we've had so many of these.
We have but I don't think -- I these guys are still by and large considered heroes people still look up to them.
They are they perform on the biggest stages there's always inherently going to be and need and a want.
For these guys to endorse France Amy K Nelson thank you so much for your time you -- have just.
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