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Case 6: Maybe It Is About the Bike: The LIVESTRONG Community and Lance Armstrong Allegations

Key Words: public relations, athlete behaviors, crisis management, sport finance, nonprofit organizations, independent athletes, trainers, owners, North America, facility and event operations

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Nancy Hardy stood at the finish line of the 2011 LIVESTRONG Challenge, handing out yellow roses to cancer survivors as they completed their bike rides. The hundreds of volunteers, families, and friends who had gathered to celebrate their loved ones who had been affected by cancer inspired her. She had accepted a job as a consultant for the Lance Armstrong Foundation (LAF) the week before and she now realized the significant challenge that lay before her. Hardy was not only a well-known strategic management and public relations consultant with an impressive list of celebrity clients, but she was also a cancer survivor. She was familiar with the good work the LAF did for the cancer community, and she was eager to have the opportunity to use her experience to help the LAF navigate its current challenges.


Authors: Emily S. Sparvero, Stacy Warner, Angela N. Pratt

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