- Michelob Ultra is doubling down on its soccer investments ahead of the CONMEBOL Copa América USA 2024 tournament through each an official sponsorship and pop-up events in major cities, in accordance with a press release.
- “Summer of Team USA” is Michelob Ultra’s biggest summer program ever, parent Anheuser-Busch InBev said, with activations planned in 14 U.S. cities. A TV industrial will further tie the campaign back to Michelob Ultra’s brand positioning of physical movement.
- The effort is built across the beer’s Ultra Pitchside Superior Access platform. Fans have the chance to win three tiers of prizes, including a limited-edition collaboration with Puma.
Michelob Ultra is taking advantage of its position as global beer sponsor of Copa América through an expansive campaign featuring on-site activations, a TV industrial and a merchandise collaboration with co-tournament sponsor Puma. The effort builds off the previous work the beer has done within the soccer space, a sport which has seen growing U.S. popularity and increased marketer activity.
“Michelob Ultra is uniquely positioned to attach with consumers across sports and social occasions, and this campaign will set us up for a dynamic summer with more international moments to place our brand perspective in front of tens of millions of fans,” said Ricardo Marques, vp of promoting for Michelob Ultra, in a press statement.
A 30-second commercial titled “Enjoyment” shows several game highlights by Team USA, along with the special-edition packaging bearing the brand of Team USA. Out-of-home advertisements will feature men’s team star Christian Pulisic in a continuation of Michelob Ultra’s partnership with the player.
The collaboration with Puma is available in the shape of a limited-edition collection inspired by inspired by Puma Cumbre, the official match ball of the tournament, and demonstrates how Michelob Ultra is extending its efforts into fashion and sports culture.
The multifaceted campaign can be present in any respect 32 matches of the tournament, which can happen across 14 stadiums. Michelob Ultra goals to host over 1 million consumers 21 and older at fan zone centers providing live music, exclusive merchandise and games. The beer may even sponsor the Superior Player of the Match Trophy, which is awarded after each match and determined by a fan vote.
The campaign builds off of the inspiration around soccer previously established by the beer brand. Michelob Ultra is already the official beer sponsor of each the U.S. Men’s National Team and the Mexico Men’s National Team. In terms of individual athletes, the brand has invested heavily in soccer superstar Lionel Messi, who joined Miami’s team in 2023.
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