Though 2005 essentially signified the end of his racing career (during which he won the last of his 7 consecutive Tour de France titles), he was gold as a product endorser well after his retirement because of theendorser dimensions he embodied as a cancer survivor.
Morals clauses are typically worded in such a way as to allow a brand to immediately terminate an endorsement contract, without any penalty, should the athlete endorser act in a certain manner that would tarnish the reputation of the brand.
The company has also signed Indiana Pacers Guard Lance Stephenson as the first endorser of its new line and plans on bringing on 4 or 5 additional players over the course of 2013.