US: Anheuser-Busch InBev teams with Lance Armstrong for Michelob Ultra
The company said yesterday (6 October) that the seven-time Tour de France winner has signed a three-year agreement to become Michelob Ultra's spokesperson and ambassador.
As part of the agreement, Armstrong will appear in a Michelob Ultra television advert titled 'Little Bumps', and will make a cameo appearance in a second ad called 'Escalator'. Both ads are scheduled to air next year in the US. The beer brand will also use Armstrong's likeness on print, outdoor advertising, digital marketing programs, product packaging and point-of-sale.
Financial details behind the tie-up were not disclosed.
Michelob Ultra already sponsors more than 40 major running and cycling events annually across the US as part of its 'Race to the Ultra' series.
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