Lance gets the beers in with Michelob

Cycling legend will be Michelob ULTRA spokesman

by Kevin Emery   October 7, 2009  

Lance Armstrong (pic courtesy Photosport International)

Seven-time Tour de France winner Lance Armstrong has penned a three year deal with Anheuser-Busch InBev to be the spokesman and ambassador for the company’s Michelob Ultra brand of beer.

Anheuser-Busch InBev, which is based in Belgium, said Armstrong is the perfect spokesman for Michelob Ultra, which targets health-minded active drinkers, as the brand sponsors cycling and running events across the country and is sold as a low-calorie alternative to other beers.

Michelob Ultra has been a strong supporter of cycling since 2004 and as part of its Race to the ULTRA series, the brand sponsors more than 40 major running and cycling events annually across the country.

The cycling great, who finished third in this year’s Tour de France, said he is not quick to jump on endorsements and tries to limit them because of demands on his time from racing, but the Michelob Ultra fit his lifestyle, which focuses on balance.

As part of the agreement, Armstrong will appear in two Michelob ULTRA television commercials next year.

Armstrong, who formed Team Radio Shack in July and confirmed the team will make their eagerly awaited road racing debut in Australia’s Tour Down Under in January, last week announced that SRAM RED would be the team’s official component supplier.

RadioShack are still waiting to find out whether the UCI will grant them a Pro Tour licence for next year. Earlier this week cycle sport's governing body granted licences to Italian teams Milram and Lampre. In the statement announcing their decision the UCI License commission said that they would: “Continue to examine the file submitted by the new American team Radio Shack. It will announce its decision at a later date.”

 

4 user comments

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I thought Milram was a German team?

posted by Old Cranky [275 posts]
7th October 2009 - 13:57

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nope Italian… well, they are according to the UCI anyway Smile

Tony Farrelly's picture

posted by Tony Farrelly [4110 posts]
7th October 2009 - 14:01

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The brand Milram is a German company, part of the NordMilch company. German milk miesters apparently.

Complicating matters since 1965

DaSy's picture

posted by DaSy [644 posts]
7th October 2009 - 14:40

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Surely not [sorry, don't want to derail Lance's announcement on his latest product endorsement and to me, he transcends the sport of cycling and does a huge amount in raising cancer awareness]

- Nerd the Team Milram website claims they are the last German pro team... http://www.team-milram.com/en/team_milram.asp

German riders, German bikes, German milk from cows with big bells

posted by Old Cranky [275 posts]
8th October 2009 - 10:38

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