PowerBar Inc., leader of the estimated $600m energy bar category, yesterday announced it has signed a three-year endorsement contract with the American rider, formalising a
relationship that has existed between the energy bar producer and Armstrong for several years.
Effective December 1, 2001, the contract will encompass worldwide exclusive category rights for PowerBar's line of energy bars and gels throughout the 2002, 2003 and 2004 calendar years.
"PowerBar products have been part of my training regimen since my earlydays," said Armstrong.
Reverting to promo-speak, a press release quoted him as saying:
"To win the Tour de France every detail matters and it's critical you have the best tools for the job. Nothing works better than PowerBar Performance and PowerGel. Period."
Which must be a bit of a bummer for his team mates because they'll be eating Clif Bars.
The terms of the PowerBar contract allows the Californian company access to worldwide rights for Armstrong's name, likeness, signature, voice and image.
Armstrong keeps sponsors to their contracts: two years ago he sued then sponsor Pearl Izumi after the US clothing manufacturer used non-contractual images of Armstrong in a worldwide print media campaign. The parties later settled out of court.