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Article: Du Pont's circulating its cycling name. (publicizes use of company's products in bicycling apparel by sponsoring Tour Du Pont race)
- Article from:
- Daily News Record
- Article date:
- July 29, 1991
- Author:
CopyrightCOPYRIGHT 1991 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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For the past three weeks, the grueling Tour de France bicycle race thrust the sport of cycling into TV and newspaper headlines around the world. Throughout the race, Du Pont Co. has been along for the ride in its efforts to make cycling a more visible sport here in the U.S.
The company wants to publicize the fact that it makes a multitude of products used in bicycling apparel and equipment. Its marketing campaign to accomplish that is multifaceted. First and foremost, it's affiliated with America's best-known cyclist, Greg LeMond, as one of his sponsors on the cycling circuit. LeMond participated in the first Tour Du Pont cycling race this past May.
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