American Century is rebranding its target-date funds, dropping the LIVESTRONG name, which is associated with Lance Armstrong, and branding the funds as One Choice Portfolios. The funds were branded with the LIVESTRONG name in 2006, though American Century’s Partnership with the cancer charity. Lance Armstrong, who earlier this year admitted using performance-enhancing drugs to win his seven Tour de France titles, founded the charity.
American Century’s chief marketing officer Mark Killen attributed the name change to the company's broadened commitment to cancer charities. "Our relationship with LIVESTRONG has been a great success. In fact, it inspired us to begin working with a number of organizations whose programs also help those affected by cancer. While we continue to support LIVESTRONG and its mission, in light of our broadened commitment to the cause, showcasing a single entity no longer tells the full story."