Lance Armstrong To Endorse Low-Calorie, "Healthy" Beer

by Yuliya Talmazan | October 7, 2009 at 09:10 am

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Professional cyclist and cancer survivor Lance Armstrong will now endorse a brand of low-calorie, "healthy" beer. Armstrong says the match is perfect, as his life has always been about balance and active lifestyle, something that the beer manufacturer he endorses stands for as well.

Armstrong will be a spokesman and ambassador for the Michelob Ultra brand of beer, produced by Anheuser-Busch brewery. The athlete signed a three-year contract starting October 6, 2009, to promote the brand. It was not disclosed what the total worth of the contract was.

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.

Other athletes already sponsored by Michelob include golfer Sergio Garcia and poker player Scotty Nguyen. Michelob sponsors sport championships like cycling Tour of Missouri, Rugby Super League, and Michelob Ultra Futures Players Golf Championship.

Armstrong is one of the most recognizable athletes in the world, having won Tour de France seven times in a row. He is also famous for embracing social media and participating in creative marketing campaigns for the products and causes he advances. His trademark "Live Strong" bracelets became a fashion statement and are still donned by many people across the globe. Armstrong has embraced Twitter over the past year, using it to post Twitpics from his training and races, and to interact with his fans directly. It will be interesting to see if Armstrong will make use of his social media savvy to promote Michelob in the future.