Lance Armstrong to be spokesman for Michelob Ultra

Tuesday, October 6, 2009 | 4:43 p.m. CDT

ST. LOUIS — Cycling great Lance Armstrong has inked a deal with Anheuser-Busch InBev to be the spokesman for its Michelob Ultra brand of beer.

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

Armstrong will appear in two television ads next year for the brand. His image will be on packaging, outdoor, print and in-store advertising.

Anheuser-Busch InBev says Armstrong is the perfect spokesman for the brand, which targets health-minded, active drinkers. It sponsors cycling and running events across the country and pitches its beer as a low-calorie alternative to other beers.

Terms of the deal were not disclosed.


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