Who could ever forget the ultra-French '1664' beer adverts on Channel 4's Tour coverage in the 1990s? Now another tipple gets in on the act. Michelob - the low-carb lager - will have slots on both ITV1 and ITV2. Michelob is the sponsor of The London Triathlon.

Beer brand to sponsor ITV’s Tour coverage

Michelob Ultra is owned by the Budweiser-brewer Anheuser-Busch.

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, reaching our target audience of adults who have an interest in watching sporting activities.”

http://www.michelobultra.co.uk/

In other news...

Schwalbe publishes its second CSR report with ‘ambitious’ future targets

Schwalbe has published its second CSR (Corporate Social Responsibility) report, titled “Dedicated Recyclist”. The bicycle …