Michelob ULTRA To Have Lance Armstrong Help Sell Beer

Seven-time Tour-de-France winner, Lance Armstrong likes his beer watered down. That’s why he’s teamed up with Michelob ULTRA. The beer has been selling itself as booze for athletes for years and now they’ve got a real-life athlete to ballyhoo for them.

Armstrong is slated to star in one TV commercial for the brew and to make a cameo in another. Both ads will pop up in 2010, presumably between sports broadcasts. In addition, images of Armstrong will be used in print, outdoor-advertising, digital media and product packaging — and I, for one, can’t wait to see the new Lance Armstrong label.

Over the years, Armstrong has acted as spokesman for other businesses, including a long relationship with Nike. He’s also the founder of the Lance Armstrong Foundation, which benefits those affected by cancer. But this will be the first time Lance has gotten on board with an alcoholic drink.

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