Lance Armstrong among Athletic Brewing’s celebrity investors

Photo: Lance Armstrong Twitter

The triathlon world is no stranger to beer sponsors, in fact most sports have some sort of connection with the age-old liquid. Earlier this week Lance Armstrong announced his connection with the Connecticut-based American company Athletic Brewing. Armstrong is joined by NFL player JJ Watt, restaurateur David Chang and others in embracing a non-alcoholic beer choice.  

Armstrong was famously stripped of his seven Tour de France titles and eventually admitted to cheating during his professional cycling career. In 2012 Armstrong competed in triathlons during the first few months of the year, but in July of that year, just before he was to compete at Ironman France, he was formally barred from sport by USADA. Before he was suspended he raced Ironman 70.3 events in Panama, Texas, St. Croix, Florida and Hawaii. Armstrong crossed the line in second, seventh, third, first and first respectively. He managed a 3:45:38 half distance in his 40s! While the closing months of 2012 extinguished any professional athletic ambitions for Armstrong, his involvement in the athletic world has continued to thrive. Founder of WEDU and a partner in Next Ventures Armstrong has his hands in many different sports-related ventures.