Anheuser-Busch has announced that Michelob Ultra will serve as a key sponsor for adventurer Steve Fossett's challenges through 2004 - Brief Article

Modern Brewery Age, Nov 4, 2002

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Caption: Anheuser-Busch has announced that Michelob Ultra will serve as a key sponsor for adventurer Steve Fossett's challenges through 2004. Michelob Ultra's support will feature brand identification on Fossett's high a altitude glider and speed sailing programs, among other upcoming adventures, and the brand will have rights to use Fossett's likeness for promotional purposes. Anheuser-Busch previously sponsored Fossett's successful solo round the world balloon flight in the Bud Light Spirit of Freedom. Fossett recently completed in New Zealand with the Perlan Project high-altitude glider team. Reaching heights of more than 30,000 feet, Fossett and co-pilot Einar Enevoldson flew a modified sailplane, equipped with full pressure suits and oxygen systems. In addition, Fossett's sailing team has been working to prepare his 125-foot maxi-catamaran for upcoming record sailing attempts. Fossett's next goal is to regain the round Britain and Ireland record--previously held by Fossett until it was broken last month. Later th is fall (weather contingent), Fossett plans to embark on the "Route of Discovery"--the East to West Trans-Atlantic sailing record--from Cadiz to San Salvador in the Bahamas. Fossett is considered to be the world's most accomplished speed sailor, holding eight of the 11 official world records, as certified by the World Sailing Speed Record Council.