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Michelob Ultra announced Tuesday that seven-time Tour de France winner and cancer survivor Lance Armstrong has signed a three-year contract to be the beverage's new spokesman.
Michelob Ultra, which is brewed by Anheuser-Busch, brands itself as the active and health-minded person's beer -- encouraging drinkers to "Get up. Get out. Get Going" and to "live life to the Ultra" and sponsors more than 40 cycling and running events in the U.S. each year. Michelob Ultra is the official beer of the PGA and LPGA.
"Lance Armstrong is an ideal ambassador for this brand and we are honored to have him represent Michelob Ultra," vice president of marketing at Anheuser-Busch InBev, Keith Levy, said in a release. "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."
Armstrong is no stranger to big-name sponsorships; he has previously endorsed Nike, Oakley and Coca-Cola. However, when he announced the partnership in St. Louis, he said he's selective when it comes to these types of deals.
"You don't want to be in a place where you're putting your name or face or likeness on any old thing that comes along and whispers in your ear," Armstrong told the Associated Press.
All terms of the agreement, including how much Armstrong is getting paid, have not been disclosed. However, Armstrong will appear in two Michelob Ultra commercials, as well as in print, outdoor and in-store advertising.
[Via Business Week]
| Yes! | |
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| No. My beer selection isn't swayed by celebrity. |
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10-07-2009 @3:34PM CB700 said... Lance Armstrong is a sell out. Always looking for the bigger, better deal. Not really in "it" for the betterment of anyone but his bottom line, be it financially or celebrity.
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10-08-2009 @9:20AM gin said... 83.5% is a lot of people that are not swayed by a celebrity endorsement. Shouldn't the marketing dept. have polled with this question before signing Lance Armstrong for the gobs of money you know they had to promise him to do this?
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10-08-2009 @9:48AM htc said... This should be a perfect endorsement for Armstrong: he gets to connect with a lot of people and also gets to feed that enormous ego of his through mass-media exposure. Not to mention he gets paid for filling it as well.
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10-08-2009 @10:01AM doc said... Actually, a beer a day is felt to have positive health benefits.
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10-08-2009 @10:27AM John F.C. Taylor said... I don't watch cycling events and I don't drink so it doesn't matter to me at all if Lance Armstrong endorses a beer or not.
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10-08-2009 @10:42AM LanceFAn said... The title of this article is just so wrong. It's just plain sensationalism to get you to read what should be a normal article. This person who crafted this title, obviously doesn't know squat about sports. Athletes need to carb load right before a major event to help them perform better. It's not uncommon to see athletes drinking beer for the carbs before a meet.
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10-08-2009 @11:12AM Master Shake said... Not only that, but clearly this guy has no idea of what good beer is.
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10-11-2009 @11:33AM ayumanbean said... How about medical marijuana? Bet Lance has smoked his share of that after his cancer treatments. Still, drinking is the American way. Beer is the American drink (wine is trying to take its place).
Once again I suggest people find their role models in a place other than professional sports.
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10-08-2009 @11:33AM ayumanbean said... How about medical marijuana? Bet Lance has smoked his share of that after his cancer treatments. Still, drinking is the American way. Beer is the American drink (wine is trying to take its place).
Once again I suggest people find their role models in a place other than professional sports.
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10-08-2009 @12:24PM Lee Willey said... Why do they keep giving these idiots easy money?
What has he done except ride a bike and get paid by us for doing it!!!!They don't want these idiots have to work for their money..Just set back and let someone give your more.
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10-08-2009 @12:06PM Joe Turner said... WHAT IN THE WORLD IS THE HEADLINE WITH "UNHEALTHY ITEM" GOT TO DO WITH BEER?
ARE YOU CRAZY? IN MODERATION IT IS ONE OF THE MOST HEALTHY THINGS YOU CAN DRINK !!!!!
MOST BEER DRINKERS ARE NOT ALCOHOLICS AND DON'T BECOME ONE. THIS PARTICULAR BRAND IS EVEN MORE HEALTHY THAN MOST
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10-08-2009 @12:21PM aolisunhealthy said... Shame on AOL for resorting to sensationalism to send people to this slashfood.com article. The only sellout in this whole deal are AOL for calling beer unhealthy. Maybe they'd like to get rid of all AOL users who drink beer?
As for Lance supporting a product and getting paid for it - you people need to relax and take a breath.
Name me a sports start that doesn't supplement his income with endorsements.
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10-08-2009 @1:00PM Lotek7 said... Lance deserves as much credit as any other sports star for what he has accomplished.Who can blame him if a corporation wants to throw money at him. If you don't like cycling or beer fine.Donte Stalworth would have been a better spokesman.Vick has a deal with Purina now!
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10-08-2009 @1:45PM slu94 said... It's pretty much public knowledge that Lance is a "Shiner Bock" drinker when it comes to beer.
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