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Beer brand to sponsor ITV's Tour coverage - BikeBiz

Beer brand to sponsor ITV's Tour coverage

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.
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Michelob Ultra is owned by the Budweiser-brewer Anheuser-Busch.

Randall Blackford, Anheuser-Busch Europe’s UK marketing director, said:

“Michelob Ultra’s sponsorship of ITV’s 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.”

http://www.michelobultra.co.uk/

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