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 How Will Sponsors React to Lance Armstrong Confessional? As Cyclist Bids for Rehabilitation With Oprah, Nike, Others Will Be Watching By Michael McCarthy, Published on January 17, 2013 0 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.