Michelob Ultra is getting on its bike to become the first sponsor of ITV’s Tour de France coverage. The three-week event, which runs from July 3-25, will be broadcast on ITV1 and ITV2.
And Michelob brand owner Anheuser-Busch’s deal, for an undisclosed sum, will include credits on both stations, branded promotional trailers and a microsite within ITV’s website. Cover will include about three night-time programmes on ITV1 and 24 programmes on ITV2 in peak and off-peak slots.
Anheuser-Busch Europe’s UK marketing director, Randall Blackford, said: “Sponsorship of ITV’s coverage of the Tour is a great fit for the brand, reaching our target audience of adults with an interest in watching sporting activities.”
Michelob Ultra is the main sponsor of the London Triathlon, which runs from July 31 to August 1, and was the official beer sponsor of The Flora London Marathon in April.

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