ST. LOUIS (Oct. 6, 2009) – Michelob ULTRA announced today 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 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.”
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.
“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,” said Lance Armstrong. “I’m excited about my association with Michelob ULTRA, a brand that supports cycling and running communities across the U.S. and is a favorite among active adults.”
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 grow in popularity and is enjoyed by adult consumers living an active lifestyle and those looking for a great-tasting beer with lower carbohydrates and fewer calories.
Michelob ULTRA has only 95 calories and 2.6g carbohydrates, 0.6g protein and 0.0g fat, per 12-ounce bottle.