Low-carb beer Michelob Ultra is hoping to further position itself as a brew for drinkers with an “active lifestyle” through sponsorship of UK triathletes Michelle Dillon and Stuart Hayes. The company said the duo would appeal to its target drinkers.
The two-year deal will see the Anheuser-Busch brand represented at all major international triathlon events, including The Michelob Ultra London Triathlon this weekend (July 31- August 1) and the World Championships.
The brand will secure exclusive exposure on the athletes’ kit and equipment.
The brand also sponsors the London Triathlon and is Official Beer Supplier to the London Marathon.