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Retirement will treat Lance well in marketing game

Updated: July 24, 2005, 9:22 PM ET
By Darren Rovell | ESPN.com

He exhibits his dominance for just one month a year in France, competing in a niche sport trumped in popularity in America even by Formula One, the European race car series.

But Lance Armstrong could very well turn into one of the most successful retired athlete endorsers in sports marketing history, joining the exclusive company of Michael Jordan, Jack Nicklaus and George Foreman.

Like those sporting legends, Armstrong has athletic accomplishments that allow him to be considered in ...

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