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| Photo: Michael Voorhees. |
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]
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