LONDON – Low-carbohydrate premium lager Michelob Ultra is to sponsor ITV's coverage of the Tour de France 2004.
The broadcast sponsorship deal includes credits on ITV1 and ITV2, branded promotional trailers and a microsite within ITV.com. The deal was negotiated by Jamie Wilson and Stewart Hunt at ITV Sales with Busch media group.
Randall Blackford, Anheuser-Busch Europe's UK marketing director, said: "Michelob Ultra's sponsorship of ITV's coverage of the Tour de France is a great fit for the brand."
The Tour de France will return to ITV in July to see whether five-times winner Lance Armstrong can win his sixth title.
Michelob Ultra is also the title sponsor of the 2004 Michelob Ultra London Triathlon.
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