• by Wayne Friedman , October 7, 2009

Looking for some big after-race alcohol taste, but not much in the way of extra calories? Seven-time Tour de France cycling champion Lance Armstrong has signed up to be a spokesman for Michelob Ultra.

Armstrong struck a three-year deal to endorse the Anheuser-Busch beer, which will use his likeness in print, outdoor advertising, digital marketing programs, product packaging and point-of-sale marketing.

High-profile messaging will come from two new TV commercials -- one titled "Little Bumps" and a second where he makes a cameo appearance in "Escalator." Both are scheduled to air in 2010.

Ultra has already started its association with Armstrong. On Wednesday, in conjunction with the announcement, it launched a big print ad in USA Today. Michelob Ultra is not new to cycling or sports-marketing efforts. Since 2004, Ultra has been a sponsor of more than 40 major running and cycling events annually across the country, mostly as a key sponsor under the Race to the Ultra series.

Ultra caters to athletes because of its low caloric intake -- only 95 calories. It contains 2.6g carbohydrates, 0.6g protein and 0.0g fat, per 12-ounce bottle.

Keith Levy, vice president of marketing at Anheuser-Busch, states: "Having dominated a sport that requires such a physical commitment, Lance is the perfect athlete to connect with adult beer drinkers who lead active lifestyles."