Bier Magazine
Home » brew news

Michelob ULTRA Joins Forces With Legendary Cyclist Lance Armstrong

Submitted by on October 8, 2009 – 10:30 AMNo Comment
Bookmark and Share

Michelob ULTRA announced Tuesday that seven-time Tour de France winner and cycling icon Lance Armstrong has signed a three-year agreement to become the brand’s new spokesperson and ambassador.

Lance_Armstrong_MichelobLance Armstrong is an ideal ambassador for this brand and we are honored to have him represent Michelob ULTRA,” Keith Levy, vice president of marketing at Anheuser-Busch, said.  “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.”

As part of the agreement, Armstrong will appear in two Michelob ULTRA commercials scheduled to air in 2010. Michelob ULTRA will also use Armstrong’s likeness on print and outdoor advertising, as well as other advertising methods.

“I’m always making decisions that complement my active lifestyle, and this includes my beer choice,” Lance Armstrong, said. “I’m excited about my association with Michelob ULTRA, a brand that supports cycling and running communities across the U.S.”

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 country.

Since its launch in 2002, Michelob ULTRA has continued to increase in popularity among adult consumers living an active lifestyle and those just looking for a low-carbohydrate beer. Armstrong’s sponsorship of the beer is expected to continue the brand’s growth.