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Michelob Ultra to sponsor Tour de France 2004 on ITV

LONDON – Low-carbohydrate premium lager Michelob Ultra is to sponsor ITV's coverage of the Tour de France 2004.

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The broadcast sponsorship deal includes credits on ITV1 and ITV2, branded promotional trailers and a microsite within 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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