Posted: July 28, 2004

Triathlon: Michelob Ultra Races Away With Lough Neagh Triathlon Sponsorship

Picture shows L-R, Heather Wilson (Irish International Triathlete), Ian Lyle (Chairman of Lough Neagh Triathlon Committee), Candida Brown (Marketing Manager for N.I., Anheuser-Busch Europe Ltd) and Brian Campbell (4 times Irish Champion). Heather and Brian are participating in the London and Lough Neagh Triathlons both of which are sponsored by Michelob ULTRA

Low-Carbohydrate Beer Sponsors 2004 Lough Neagh Triathlon

BELFAST, Northern Ireland (July 17, 2004) - Michelob ULTRA, the low-carbohydrate, 5 percent premium beer, today announced a partnership with The Lough Neagh Triathlon to become the event's first title sponsor for 2004.

The event, comprising of swimming, cycling and running takes place on August 14, and will be officially titled "The Michelob ULTRA Lough Neagh Triathlon." Currently one of only two triathlons in the U.K. and Ireland with International Triathlon Union (ITU) accreditation, The Michelob ULTRA Lough Neagh Triathlon has already been voted Ireland's best triathlon in 2002 and 2003 by Triathlon Ireland.

In addition to securing naming rights, the agreement gives Michelob ULTRA exclusive use of The Lough Neagh Triathlon marks and logos. A composite event logo will be used on all POS and advertising associated with The Michelob ULTRA Lough Neagh Triathlon.

Michelob ULTRA branding will appear on all race-related items such as run numbers and swim caps, as well as on the start gantry and the media interview backdrop. Additional branded areas will be featured throughout the triathlon course.

The sponsorship agreement also allows Michelob ULTRA exclusive pouring rights in areas controlled by The Michelob ULTRA Lough Neagh Triathlon.

The 2004 Michelob ULTRA Lough Neagh Triathlon will host a European International Cup race featuring elite triathletes from all over Europe. Amateur competitors also can participate by entering the "Open" distance race where entrants will be competing on exactly the same course as the elite triathletes. Competitors also can take part as a team - either in the "Team Relay," comprising three people, with each person completing one leg of the swim, bike or run; or in the "Corporate Relay," a race tailored for companies across Ireland who want to take up the challenge.

The Michelob ULTRA Lough Neagh Triathlon will take place in Cookstown, at the Ballyronan Marina. Participants can enter via The Michelob ULTRA Lough Neagh Triathlon website www.loughhneaghtri.com. Guaranteed entry (subject to availability) can be gained before July 30, 2004.

Candida Brown, marketing manager Northern Ireland at Anheuser-Busch Europe Ltd., comments: "This is a great sponsorship fit for Michelob ULTRA. Triathlon is the world's fastest growing multi-disciplined sport, and this sponsorship will be an excellent way for the brand to reach consumers living active lifestyles."

"Michelob ULTRA also is title sponsor of the 2004 London Triathlon, the biggest triathlon in the world. We look forward to giving something back to triathlon fans and our consumers in Northern Ireland through this sponsorship."

Chairman of The Michelob ULTRA Lough Neagh Triathlon, Ian Lyle adds: "We are delighted to welcome Michelob ULTRA as title sponsor of The Lough Neagh Triathlon, and we look forward to working with a dynamic brand that will appeal strongly to our target audience. We're confident that with their support we will be able to achieve our aim of staging Ireland's best triathlon."

The Michelob ULTRA Lough Neagh Triathlon is supporting the Phoebe Lyle Trust charity at this years event. For further details please visit www.phoebelyletrust.com.

The Michelob ULTRA Lough Neagh Triathlon was voted Ireland's best Triathlon in 2002 and 2003, and is the first Triathlon in Ireland to host an ITU International Cup Elite Race.

About Michelob ULTRA:
Michelob ULTRA is a smooth, refreshing 5 percent alcohol by volume premium lager, containing 3.0 grams of carbohydrates and 106 calories per 330 ml bottle.
In addition to sponsoring the Lough Neagh Triathlon, Michelob ULTRA also sponsors the Michelob ULTRA London Triathlon and the London Flora Marathon.

For more information on The Michelob ULTRA Lough Neagh Triathlon or an entry form e-mail: info@loughneaghtri.com or visit our website on www.loughneaghtri.com.

The Categories:

	SWIM	BIKE	RUN
INDIVIDUAL Int Cup Elite RaceOpen Race	1.5km	40km	10km
TEAM OF 3Team RelayCorporate Relay	1.5km	40km	10km
*Team of three with each person completing one discipline