Who could ever forget the ultra-French '1664' beer adverts on Channel 4's Tour coverage in the 1990s? Now another tipple gets in on the act. Michelob - the low-carb lager - will have slots on both ITV1 and ITV2. Michelob is the sponsor of The London Triathlon.
Beer brand to sponsor ITV’s Tour coverage
Michelob Ultra is owned by the Budweiser-brewer Anheuser-Busch.
Randall Blackford, Anheuser-Busch Europes UK marketing director, said:
Michelob Ultras sponsorship of ITVs coverage of the Tour de France is a great fit for the brand, reaching our target audience of adults who have an interest in watching sporting activities.
Antonin Osmik has joined the team