Add Lance Armstrong's name to the list of athletes who retired but found that they couldn't stay away, including Brett Favre, Michael Jordan and Evander Holyfield.

Armstrong last week said that, after three years removed from competition, he would return to train for the 2009 Tour de France, the world's top-rated, and most grueling, cycling competition, scheduled for July. Armstrong won a record seven consecutive races from 1999-2005. But when he retired it was under a cloud of suspicion, including accusations that he used EPO, a banned performance enhancer. Armstrong refuted the accusation and was exonerated by a racing investigation.

However, the Tour de France has been severely impacted by the use of banned drugs ever since: In 2006, Floyd Landis tested positive for testosterone and was stripped of his Tour crown . In 2007, Alexandre Vinokourov was busted for using a banned blood transfusion. And in 2008, Riccardo Ricco was ousted from the competition for using EPO. The Tour now has one of the most stringent drug testing policies in sports, to which Armstrong must adhere. "All the tour riders, and Lance Armstrong if that is the case, they will have to submit to rules that were harder than they were before, because it is necessary," race director Christian Prudhomme said in a statement in response to Armstrong's decision.

Armstrong's response to Prudhomme was that he would post the results of all his drug tests online. He also said he would hire a video crew to chronicle his training, as well as his drug tests, for a possible documentary.

Among the reasons for his return, Armstrong cited the desire to generate renewed interest in the Lance Armstrong Foundation and LiveStrong, which raises awareness and funds in the fight against cancer (which was diagnosed within Armstrong in 1996, but which he has successfully battled). He also cited the "slow pace" of the '08 Tour and that, even at 37, he could defeat all comers in 2009.

Armstrong's return also is good news for marketing partners including Nike, 24 Hour Fitness, Oakley and FRS energy drinks. Armstrong was earning about $17-20 million in endorsements when he retired, according to Sports Illustrated. His agent is Mark Higgins, Capital Sports Entertainment, Austin, Texas.

"Lance has been a part of the Oakley family for over 20 years and we have always stood behind him through thick and thin," said Pat McIlvain, svp-marketing at Oakley, Foothill Ranch, Calif., which produces eyewear, footwear and accessories. "Lance, like Oakley, has never taken the easy path and we applaud his decision to get back on the bike and for his continued battle against cancer." Oakley said it has contributed more than $1.4 million to Armstrong's foundation.

According to a new survey from First Call, a division of sports and entertainment agency Octagon, McLean, Va., Armstong topped the list of celebrities or athletes whose actions and causes were cited in responses from nearly 500 executives who either decide or strongly influence how their companies budget their cause marketing dollars. Armstrong's battle with cancer and the LiveStrong campaign "left a strong impression on the public, reinforcing . . . that personal connections matter," according to David Schwab, managing director at First Call, which specializes in celebrity acquisition and activation.

"The tour only takes place three weeks a year, so companies that have aligned with him in the past have done so for his image, the LiveStrong influence and his media 'bookability,'" said Schwab. "The same holds true for future partnerships. He is clearly positioning himself to align with a few global companies with similar cause-agendas. But while global companies potentially have larger campaigns/budgets, his bread-and-butter will still be with U.S.-headquartered companies (that do business globally) as the tour is nationalistic."

Armstrong said he would unveil specific marketing plans and other details, possibly including whether or not Discovery Channel would return as lead sponsor, at the Clinton Global Initiative, New York, on Sept. 24.