News
Michelob Ultra Joins Forces With Lance Armstrong
October 7, 2009
St. Louis, Mo. – 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.”
You Might Also Like
- New Belgium’s 2nd Annual Clips of Faith Beer & Film Tour Raised Close to $59,000 for Non-profits : Ft. Collins, Colo. – Clips of Faith, New Belgium Brewing’s traveling philanthropic beer and film festival, recently wrapped up a record-shattering(!) 18-city tour. The second-year festival outperformed last year, bringing out 11,000 people in...
- Repair of Reclaimed Water Line Along Sammamish Trail in King County: Beginning Friday, Nov. 4, 2011, contractors working for King County will be making necessary repairs to a reclaimed water line located along the Sammamish Trail in the City of Woodinville. The repairs will be to fix damage done to a broken flange,...
- Call for Applications for Denver Mayor's Bicycle Advisory Committee (MBAC): Denver, Colo. - Denver is looking for committed individuals who will represent their diverse community to serve on the Mayor's Bicycle Advisory Committee starting in February, 2012. They are transforming the way we move through our city is...
- ACA Directors and Senior Staff Recommend Becoming USAC’s Local Association for Colorado and Eastern Wyoming : The ACA Board of Directors and senior staff recommend that the ACA serve as the Local Association of USACycling for 2012.This recommendation is based on new information, clarification of policy, and successful conversations with USAC leadership in...
Share on