Last week in front of 5,000 Anheuser-Busch distributors, Lance Armstrong made his debut as pitchman for A-B's Michelob Ultra beer. The brewery recently announced that the seven-time Tour de France winner signed a three-year agreement to become the brand's new spokesperson and ambassador.
As part of the agreement, Lance will be making commercials, including one called "Little Bumps," scheduled to roll out in 2010, potentially as part of the brewery's traditional crop of Super Bowl ads positioned to capitalize on the attention garned by the event's advertisements.
You'll also see Lance in print ads, outdoor media, product packaging and at point-of-sale marketing as part of the deal.
He should make the perfect "spokesman" for A-B. Get it? Har har.