Cannondale is currently alternating two different 30-second spots during the three-week Tour.
The advertisements highlight Cannondale's sponsorship of the Saeco pro road racing team, and include footage from team leader Gilberto Simoni's recent win at the 2003 Giro d'Italia. Simoni is widely regarded as one of the few contenders who can challenge four-time champion Lance Armstrong.
"This is our fifth year racing at the Tour, but it's as exciting as the first time. We've won stages in the past, but with Simoni's great form this year, we're hoping to take our impact to the next level," said Cannondale vice president of marketing, Scott Montgomery.
OLN's senior vice president of advertising sales John West was happy to bank Cannondale's cash:
"Having the support of the bike industry adds tremendous credibility to our Tour coverage. Cannondale has a great reputation for quality and innovation, and we're very pleased to have them on board."