USPS to pull sponsorship of Lance Inc.?

An Ad Age article claims the USPS is going to pull its sponsorship of the USPS cycling team at the end of this season. As much as I've enjoyed watching Lance the Posties in the last several tours, I can't say I blame the USPS. Sports sponsorships, like naming stadiums, has never struck me as a very efficient or effective use of marketing dollars. It's not as if people sit there thinking, "Hey, wait, they have people that actual deliver mail? You mean I don't have to drive my letters over to people anymore? What a concept! I have to buy some of these so-called stamps and give this service a try!"
Anyway, if the USPS drops out, some other deep-pocketed and probably American corporation will undoubtedly step in and fill the void.