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Old 10-19-2010, 10:56 PM   #17 (permalink)

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I personally would go with Lance Armstrong.

The work he did with raising cancer awareness.

Bringing cycling over to the US audience and making it some what main stream.

His Livestrong brand alone is everywhere.

Considering what he had to work with and where the sport was when he was in it (i.e. being covered on ESPN etc.) I'd go with Lance.
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