Michelob ULTRA builds its latest campaign around the CONMEBOL Copa América USA 2024™ soccer tournament. As the Official Global Beer Sponsor, Michelob ULTRA plans to engage fans in all 14 U.S. host cities with unique experiences and high-profile collaborations. The brand aims to leverage this international event to strengthen its connection with sports enthusiasts and reinforce its identity as a beer for active lifestyles.
Michelob ULTRA's campaign is dubbed Summer of Team USA. The planned activations at each match include zones with soccer-themed games, live music, and exclusive merchandise. Michelob ULTRA will also air a television commercial that celebrates moments of enjoyment and highlights the intersection of an active and social life. Additionally, the brand will offer 21+ fans chances to win various prizes through the ULTRA Pitchside platform, including match hospitality packages and gear signed by Lionel Messi.
Interactive Soccer Campaign
Michelob ULTRA Has Announced Its Largest Summer Initiative to Date
Trend Themes
1. Interactive Sports Campaigns - Sports brands are increasingly creating interactive campaigns to engage fans at live events, providing unique experiences and high-profile collaborations.
2. Active Lifestyle Marketing - Companies are focusing on promoting active lifestyles by associating their products with sports and physical activities in their advertisements.
3. Experiential Fan Engagement - Brands are enhancing fan experiences with exclusive, on-site activities and merchandise during major sporting events.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry is leveraging large-scale sports sponsorships to appeal to active and social consumers.
2. Sports Marketing - Sports marketing is evolving with immersive, fan-focused campaigns that connect enthusiasts to brands in engaging and memorable ways.
3. Event Promotion - Event promotion firms are creating robust, interactive campaigns that incorporate games, music, and celebrity endorsements to drive attendance and excitement.