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.