Lance Armstrong Named New Spokesperson For Michelob Ultra
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Armstrong To Appear In Two
Commercials For Michelob Ultra |
Lance Armstrong has signed a three-year deal to serve as spokesperson and brand ambassador for A-B InBev's Michelob Ultra brand. Armstrong as part of the deal will appear in a new Michelob Ultra TV commercial titled, "Little Bumps," and will make a cameo appearance in a second ad titled, "Escalator." Both spots are scheduled to air in '10. Michelob Ultra also will use Armstrong's likeness on print and outdoor ads, digital marketing programs, product packaging and POS. Terms of the deal were not disclosed (A-B InBev). A-B InBev said that Armstrong is the "perfect spokesman for Michelob Ultra, a brand that sponsors cycling and running events across the country and is sold as a low-calorie alternative to other beers." Armstrong added that pairing with Michelob Ultra "fit his lifestyle, which focuses on balance." The AP's Emily Fredrix noted the deal is a "rare one linking an athlete with an alcohol company." Many sports organizations like the NFL "bar players from signing deals to endorse alcohol brands." But Armstrong "isn't affected by such a bar" (AP, 10/6). In Austin, Jason Whaley wrote, "When was the last time a professional athlete with Armstrong's credentials jumped into bed with an alcoholic beverage ad campaign? It strikes me as a little odd, but what the heck" (STATESMAN.com, 10/6).
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