At the end of each stage of the Tour de France, one rider steps to the top of the podium to don the leader's yellow jersey - and gives a French bank some global publicity.
Lance Armstrong did it dozens of times in his heyday, winning the Tour seven straight times from 1999-2005. Before that, five-time champion Miguel Indurain of Spain did it. And this year, Bradley Wiggins of Britain did it, too.
After more than two decades of sponsoring the most prestigious cycling race, French financial institution LCL is staying the course despite a world-wide sullying of the event since Armstrong was stripped of his titles on Monday.
While Armstrong was dropped by several sponsors, LCL and some other companies that back the Tour de France are sticking with it.
''We don't sponsor a team or an individual, we sponsor a sporting event that each year attracts great public enthusiasm,'' LCL spokesman Pierre Baillot said Tuesday. ''The wider public knows how to draw a distinction'' between the jers...