Michelob ULTRA, renowned for catering to active lifestyles, is stepping onto the international sports stage once again by supporting Team USA as the Exclusive Beer Sponsor for the Olympic and Paralympic Games in Paris 2024. This sponsorship aligns with Michelob ULTRA’s ongoing mission to bring the “Summer of Team USA” to fans and consumers nationwide, marking the brand’s most significant summer program to date. This effort comes on the heels of Michelob ULTRA achieving its highest market share ever earlier this year, reflecting its strong commercial momentum.
Ricardo Marques, Vice President of Marketing for Michelob ULTRA, expressed pride in supporting Team USA, highlighting the American spirit they represent on the world’s biggest sports stage. He also noted that this summer kicks off a thrilling four-year journey culminating in the eagerly awaited LA28 Olympic and Paralympic Games.
Michelob ULTRA plans to collaborate with select Team USA athletes, creating the Team ULTRA roster. This partnership aims to provide fans with an exclusive, behind-the-scenes look at the Olympic and Paralympic Games. Athletes like Sabrina Ionescu (Basketball), Rose Lavelle, Mallory Swanson, Gianluca Busio (Soccer), Ryan Crouser, Yared Nuguse (Track and Field), and Christopher Blevins (Cycling) will not only appear in Michelob ULTRA’s creative and out-of-home advertising but will also share social media content and make special appearances live from Paris.
Sabrina Ionescu expressed her excitement about representing the United States on such a significant international stage and working with Michelob ULTRA to bring fans closer to the Olympic experience. She highlighted the personal significance of this opportunity and her eagerness to engage with fans celebrating Team USA’s journey in Paris.
As part of their campaign, Michelob ULTRA will air two new television commercials: “Brewed Here,” designed to build anticipation before the competition, and “Home Team,” a 30-second spot featuring Team ULTRA athletes set to debut during the Opening Ceremony. The brand has also introduced new packaging featuring the Team USA Olympic emblem on ULTRA bottles’ necks.
Michelob ULTRA’s presence will be felt strongly both in Paris and domestically. The brand’s initiatives include broadcast integrations during the Opening Ceremony, a full linear takeover on August 2nd, out-of-home advertising, and new trade assets featuring Team USA athletes. Additionally, Michelob ULTRA will host watch parties at Rockefeller Plaza and establish a footprint at Team USA House in Paris.
Notably, Michelob ULTRA will be the first brand to participate in the Order of Ikkos Ceremony. This tradition allows Team USA medalists to honor their coaches, who have been instrumental in their Olympic and Paralympic journeys, offering fans unique access to athletes as they celebrate their achievements in Paris.
To further engage consumers, Michelob ULTRA is offering a special rebate to those 21 and older, allowing them to “Toast to Team USA” with discounts available in stores and at on-premise accounts in select states.
Michelob ULTRA’s sponsorship of the Olympic and Paralympic Games underscores the brand’s commitment to sports as a catalyst for growth. Leveraging sports platforms, Michelob ULTRA continues to experience robust commercial momentum, with the “Summer of Team USA” strategy designed to connect with consumers at their passion points. This initiative ensures that fans across the country are engaged and excited through some of the world’s most popular sporting events.
