despite losing more than two minutes to Ekimov on the final-stage time trial. The final edition of the race, held in 1996, was also won by Armstrong, who became the first and only rider to win two editions of the event back-to-back. The French rider Pascal Hervé, of the Festina cycling team, was second. The total prize money for the 1996 race was in excess of US$260,000. In July 1996, DuPont announced that it was ending its sponsorship of the race. According to a brand manager for the company, "Over the past six years, the Tour DuPont has been an excellent vehicle for promoting our products. However, we need to focus more on strategic markets in other parts of the world, where a sustained annual program versus a two-week event can better leverage the DuPont brand equity for profitable growth". Race organizer Mike Plant explained that "I talked to them a couple of months ago, and they had to make a hard decision. They don't have hundreds of millions of dollars to put into worldwide advertising. They put a ton of money into this event and they built up a valuable franchise, but, like Motorola, corporations change the way they do business". Plant reported that polling had showed that public recognition of the event had grown significantly, but also that awareness of who sponsored it had declined. Historian Eric Reed notes that a DuPont marketing executive characterized the initial sponsorship as "a bargain", and that the company claimed that the American press clippings generated by the event weighed . DuPont executives also reported that they valued the global media exposure as worth close to US$70 million. Reed quotes a DuPont marketing executive as stating: "In 40 years in [media relations], I have never seen such concentrated, sustained and positive media coverage". However, Reed argues that despite this initial enthusiasm, "the Tour DuPont's chronic weaknesses hamstrung the event's growth", citing its "pro-am" status, which prevented professional riders from being able to win world ranking points in the event. He also states that despite having an estimated worldwide television audience of 200 million, "American fan enthusiasm and roadside spectator interest in the event failed to spike significantly". DuPont's withdrawal also came months after John DuPont, heir to the Du Pont family fortune, had been arrested for the murder of Olympic wrestler Dave Schultz. At the time of the announcement of DuPont's discontinuation