You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract The Implosion of Lance Armstrong's Endorsement Empire: $30M and Counting Longtime Sponsors Cut Ties; Losses Could Cost Cyclist as Much as $30 Million By Rupal Parekh, Published on October 19, 2012 12 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.