Lance Armstrong missed out on an eighth Tour de France crown this year but, say rivals and admirers, his return to cycling's showpiece event has fired the sport's global profile into orbit.

The media's coverage of cycling in the United States is said to be up 80 percent after Armstrong ended his four-year hiatus to compete in this year's Tour.

After three weeks of epic racing, and a tense co-habitation with Astana teammate Alberto Contador Armstrong finished third overall at 5minutes 24seconds behind the Spanish ace on Sunday.

But in the popularity stakes, seven-time champion Armstrong was unbeatable.

Before and after each stage Armstrong's Astana team bus was surrounded by a large crowd of cycling fans desperate for his autograph and reporters from around the globe eager to hear his comments.

A-list Hollywood stars Robin Williams, Ben Stiller and Matthew McConaughey have all visited him at various stages which underlines the American's status as cyling's superstar.

Armstrong insists he will be back for the 2010 Tour having confirmed he will ride for new cycling outfit Team Radioshack next year as he bids to win an eighth yellow jersey.

But while he has fallen short of his ambition in 2009, the cancer-survivor has given the sport's profile an immeasurable boost.

Bob Stapleton, team manager of Team Columbia, said: "As far as we are concerned, the more the merrier - Lance more than doubled the market here for the cycling audience worldwide.

"Audiences are supposed to be up 80 percent, cycling has been on the front page of most papers in the States for every winner, it's not just been about Lance.

"I think the tide has risen and all cycling's boats can now go higher than they would have done without him here."

Stapleton says having both Armstrong and race winner Contador racing for Astana forced Columbia's stars, including British sprint king Mark Cavendish, to raise their game. And that has brought side benefits.

"We anticipated that we'd need to do well and force our way into the race by winning," said Stapleton.

"The fact our team is one of the top teams in the sport, and then with the extra eye-balls Lance has brought, means we have doubled our media value.

"Cycling has a much different position in the US than in Europe.

"It's seen as a white-collar sport which is associated with health, fitness and recreation: that is a super attractive.

"When you combine it with a company which has ambitions in Europe, it is really powerful, so Lance's return has helped us all."

Cervelo's Thor Hushovd, who secured his second green jersey for the points competition, admitted Armstrong was a big draw for fans.

"It's been good to have him back, just look at the size of the crowds and the extra publicity his presence has generated," said the 31-year-old Norwegian.

"We also need more teams competing, so what he is doing with Team Radioshack is good for the sport.

"It's impressive what he has done after almost four years out to be challenging for a podium place."

While the internal rivalry between Contador and Armstrong added an extra dynamic, the real duel for the yellow jersey was between Contador and Luxembourg's Andy Schleck, who finished second overall at 4:11.

But Tour de France chief Christian Prudhomme is among those looking forward to the American's return in 2010.

"Even if on the race it was between Contador and Andy Schleck, media-wise the duel was all about Contador and Armstrong," said Prudhomme.

"And we need duels in sport, like (Rafael) Nadal v (Roger) Federer or (Bernard) Hinault v (Greg) LeMond.

"We haven't decided which teams will be invited next year but, looking ahead, a team with Contador, another with Armstrong and another one with the Schleck brothers (Andy and Frank) would be sensational."