• NY Sports Journalism, Wednesday, October 7, 2009 10:22 AM

Michelob Ultra has signed a three-year deal with Lance Armstrong to become "the brand's new spokesperson and ambassador," making the 38-year-old, seven-time Tour de France winner one of the most prominent active athletes to endorse an alcoholic beverage, Barry Janoff reports. Financial terms were not disclosed.

Michelob Ultra says the alliance is key to its strategy to position itself as the beer of choice for people who not only enjoy sports but also are into health and fitness. "I'm always making decisions that complement my active lifestyle, and this includes my beer choice when I want to enjoy a cold one with friends or when taking a break from training," Armstrong says in a statement.

Armstrong will appear in a TV spot, "Little Bumps," in which he is seen successfully cycling up a steep incline while a voiceover says, "Some people see mountains [they must overcome] ... others see bumps." He also will make a "cameo appearance" in a second ad, "Escalator." Both will air in 2010.

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