Anheuser-Busch has announced that its premium low-carb brand, Michelob Ultra, is to be a sponsor of the British winter and summer Olympic squads.

The sponsorship package will see the brand support both Olympic squads during the 2006 Winter Olympic Games in Turin and the 2008 Summer Olympic Games in Beijing. The deal gives Michelob Ultra exclusive use of British Olympic Association trademarks and logos on all its primary and secondary packaging as well as POS material and advertising.

"While Anheuser-Busch's international business continues to play a critical role in our company's success, we also place a priority on domestic sports sponsorships," said Jim Gorczyca, Anheuser-Busch's UK marketing director.

"Our partnership with Team GB builds awareness of Michelob Ultra with adult beer drinkers in the UK, especially those who lead or aspire to lead active lifestyles. Throughout history, the Olympic Games has captured some of the most remarkable and memorable moments in sports, and Michelob Ultra is honoured to support Team GB athletes as they compete for gold."

Simon Clegg, CEO of the British Olympic Association added: "We are delighted to welcome Michelob Ultra as a partner of the British Olympic Association and are very much looking forward to working with a partner that comes from a rich heritage of supporting sport globally."

The Michelob deal complements an existing programme of Olympic sponsorship at Anheuser-Busch whose flagship brand, Budweiser, is the "Official Beer" sponsor of the 2006 Winter Games in Torino and the 2008 Summer Games in Beijing.