Lance Armstrong to Promote Michelob Ultra

News & Results

10/7/2009| 0 comments
by Dave Osborne

Lance Armstrong to Promote Michelob Ultra

7-time Tour de France winner and cycling icon Lance Armstrong has signed an agreement with Michelob Ultra/Anheuser Busch to become the brand’s new ambassador.

Michelob Ultra earlier today announced that seven-time Tour de France winner and cycling icon Lance Armstrong has signed a three-year agreement with Michelob Ultra/Anheuser Busch to become the brand’s new spokesperson and ambassador.

“I’m always making decisions that complement my active lifestyle, and this includes my beer choice when I want to enjoy a cold one with friends or when taking a break from training,” Lance Armstrong commented and added that “I’m excited about my association with Michelob Ultra, a brand that supports cycling and running communities across the United States and is a favorite among active adults.”

As part of the agreement, Armstrong will appear in a new Michelob Ultra television commercial titled “Little Bumps,” and he will make a cameo appearance in a second ad titled “Escalator,” both which are scheduled to air in 2010.  Michelob Ultra will also use Armstrong’s likeness on print, outdoor advertising, digital marketing programs, product packaging and point-of-sale.

“Lance Armstrong is an ideal ambassador for this brand and we are honored to have him represent Michelob ULTRA,” said Keith Levy, vice president of marketing at Anheuser-Busch.  “Having dominated a sport that requires such a physical commitment, Lance is the perfect athlete to connect with adult beer drinkers who lead active lifestyles.”

Michelob Ultra has been a strong supporter of the sport of cycling since 2004.  As part of its Race to the ULTRA series, the brand sponsors more than 40 major running and cycling events annually across the United States.

According to a company spokesperson, Michelob Ultra has continued to grow in popularity since its launch in 2002 and is enjoyed by adult consumers living an active lifestyle and those looking for a great-tasting beer with lower carbohydrates and fewer calories.

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