Getting endorsements by major companies is not as easy as one might think (though considerable easier thatn winning the Tour de France). What’s harder is managing ones relationships with these companies while managing to take an effective stance on corporate social responsibility. Lance Armstrong appears to be doing both. Forbes has the details on how Lance is managing his endorsement empire. From the article, he has this to say about CSR:
The federal government can’t do everything now. There’s too much distraction there. If not for generous people like Bill Gates and Warren Buffett–and their companies–the world be a harder place to live in. Look at what Howard Shultz did with Starbucks and how everyone there has health insurance. I was talking to him the other day, and he’s now trying to take that concept further and make sure everyone is insured. That’s his passion, and that’s the way he runs Starbucks. He and his company set out to make a difference, and they’re doing just that.