The lager brand will support the Olympic squads during the 2006 Winter Olympic Games in Torino and the 2008 Summer Olympic Games in Beijing.
The deal gives Michelob ULTRA exclusive use of The British Olympic Association trademarks and logos on all primary and secondary packaging, plus point-of-sale material and advertising.
"While Anheuser-Busch's international business continues to play a critical role in our company's success, we also place a priority on domestic sports sponsorships. Our partnership with Team GB builds awareness of Michelob ULTRA with adult beer drinkers in the UK, especially those who lead or aspire to lead active lifestyles," said Jim Gorczyca, Anheuser-Busch's UK marketing director.
In addition to this sponsorship, Budweiser, another brand in the Anheuser-Busch portfolio, is the ‘Official Beer’ sponsor of the 2006 Winter Games in Torino and the 2008 Summer Games in Beijing.
Budweiser has been an Olympic supporter since 1984 when the brand was the ‘Official Beer’ sponsor of the Olympic Games in Los Angeles.
