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October 8, 2009

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Home » Sports » Cycling

Armstrong signs deal to endorse Ultra beer

CYCLING great Lance Armstrong has inked a deal with Anheuser-Busch InBev to be the company's spokesman for Michelob Ultra beer.

The seven-time winner of the Tour de France and the brewer announced the three-year deal on Tuesday.

Armstrong will appear in two television ads featuring the brand, and his image will be in outdoor, print and in-store advertising and possibly packaging.

Speaking from the company's St Louis, Missouri, offices, Armstrong said he's not quick to jump on endorsements and tries to limit them due to demands on his time from racing, his family and his other ventures.

He said a pairing with Michelob Ultra fits his lifestyle, which focuses on balance. The beer is marketed for health-minded drinkers.

"The key word is we tried to be authentic," he said. "You don't want to be in a place where you're putting your name or face or likeness in any old thing that comes along and whispers in your ear."

Belgium-based Anheuser-Busch InBev likewise said Armstrong is the perfect spokesman for Michelob Ultra, a brand that sponsors cycling and running events across the country. It is sold as a low-calorie alternative to other beers.

"He's the perfect athlete to connect with adult beer drinkers who lead active lifestyles and also a balanced lifestyle," said marketing vice president Keith Levy.

Terms were not disclosed.

The deal is rare. Many sports organizations like the National Football League bar players from signing deals to endorse alcohol brands.


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