Michelob Ultra Scores Big as Exclusive Beer Sponsor for Team USA Through 2028 Olympics
In a major leap towards strengthening its sports partnerships, Michelob Ultra, an Anheuser-Busch InBev brand, has secured the exclusive beer sponsorship for Team USA at the upcoming Paralympic and Olympic Games in Paris. The collaboration marks a significant milestone for Michelob Ultra, reinforcing its commitment to sports and responsible consumption.
The Exclusive Partnership: Michelob Ultra's announcement follows the International Olympic Committee's (IOC) decision to name AB InBev as a worldwide Olympic partner until 2028. The brand will not only sponsor Team USA in Paris but has also committed to exclusive sponsorships for the Milan Cortina 2026 and Los Angeles 2028 Olympics and Paralympics. Additionally, Michelob Ultra will serve as the official beer sponsor of the 2028 Olympic Games, solidifying its presence on the global stage.
Renewed Commitment to Responsible Consumption: With this high-profile partnership, Michelob Ultra emphasizes its renewed commitment to responsible consumption. The brand aims to advocate for a balanced and active lifestyle while promoting its association with elite sports events.
The Sports Connection: Michelob Ultra's strong association with sports is evident in its partnership with high-performance athletes and the recent groundbreaking deal as the NBA's first-ever global beer sponsor. The brand strategically targets sports enthusiasts, tapping into the growing trend of light beer sales. Despite the overall decline in the beer category's share of alcohol spend, Michelob Ultra aims to capture the market of active consumers seeking lower-calorie and lower-alcohol-content beer options.
Custom Packaging for Paris Games: For the Paris Games, Michelob Ultra plans to showcase its Team USA sponsorship through custom packaging. This initiative will highlight the brand's collaboration with the U.S. men's and women's National Soccer teams, further enhancing its visibility and engagement with a global audience.
Diverse Audience and Strategic Alliances: Michelob Ultra's emphasis on sports has allowed it to connect with a diverse audience, evidenced by its recent sponsorship of the Women's Sports Network, a streaming service dedicated to women's sports. The brand has an impressive roster of sports partners, including the NBA, WNBA, PGA, U.S. Soccer Federation, Mexican Football Federation, Copa América, and Professional Bull Riders. Brendan Whitworth, CEO of Anheuser-Busch, expressed the brand's passion for quality, excellence, and an active and balanced lifestyle through these partnerships.
As Michelob Ultra takes center stage as the exclusive beer sponsor for Team USA through 2028, the brand's strategic emphasis on sports and responsible consumption solidifies its position as a global player in the beer industry. The partnership not only aligns with Michelob Ultra's values but also opens up new avenues for reaching a diverse and engaged audience. This exciting collaboration marks a milestone in the brand's journey, setting the stage for a winning combination of sportsmanship and beer enjoyment.