CUE the chirping crickets and tumbleweed - the field of sporting memorabilia collectors vying for all things Lance Armstrong is suddenly very empty.

The man who once commanded thousands of dollars for signed posters, helmets and cycling jerseys bearing his name is now lucky to draw a single bid on the myriad items up for auction online.

Not since Tiger Woods revealed his scandalous penchant for stroke-play with women other than his wife has the worth of a sporting superstar's signature plummeted so drastically.

And Armstrong's autobiography, It's Not About The Bike - once celebrated as a tome of inspiration for anyone battling through life's great struggles - has fast become a focal point online for ridicule and abuse.

"After the events of the last few weeks, it's obvious to all that this is a complete and utter fabrication,'' the latest review on online bookseller Amazon reads.

"Lies upon lies. Deceit upon deceit. DO NOT BUY.''

Manly Library in Sydney has gone so far as to re-categorise all books in its collection featuring cycling's greatest ever drugs cheat.

"All non-fiction Lance Armstrong titles, including Lance Armstrong: Images of a Champion, The Lance Armstrong Performance Program and Lance Armstrong: World's Greatest Champion, will soon be moved to the fiction section,'' a sign informs customers.

A smiley face on the sign suggests it's a tongue-in-cheek move, but for those who have spent thousands of dollars collecting signed Lance Armstrong paraphernalia over the years, sometimes as an investment, it is no laughing matter.

Sports Memorabilia Australia CEO Michael Fahey, valuer to the National Sports Museum, said demand for Armstrong items had evaporated completely.

Previously, framed, limited-edition Armstrong jerseys would have been worth a "ballpark'' $2000, he said.

Now, there was simply no market.

"Those who buy memorabilia want to surround themselves with pieces that are symbols of success, and athletes that are admired,'' Mr Fahey said.

"They're not qualities that would be associated with Lance at the moment, so it will certainly affect the desirability and resale-ability of those pieces.''

"That's the one big unknown in sport - someone's reputation or their actions can materially affect the longer-term brand.''

"These guys that were superstars who were squeaky clean all seem to be falling over, one after the other.''

Originally published as Armstrong now a work of fiction