Dive Brief:

• Michelob Ultra is doubling down on its soccer investments ahead of the CONMEBOL Copa América USA 2024 tournament through both an official sponsorship and pop-up events in major cities, according to 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 commercial will further tie the campaign back to Michelob Ultra’s brand positioning of physical movement.
• The effort is built around the beer’s Ultra Pitchside Superior Access platform. Fans have the opportunity to win three tiers of prizes, including a limited-edition collaboration with Puma.

Dive Insight:

Michelob Ultra is making the most of its position as global beer sponsor of Copa América through an expansive campaign featuring on-site activations, a TV commercial and a merchandise collaboration with co-tournament sponsor Puma. The effort builds off the previous work the beer has done in the soccer space, a sport which has seen growing U.S. popularity and increased marketer activity.

“Michelob Ultra is uniquely positioned to connect with consumers across sports and social occasions, and this campaign will set us up for a dynamic summer with more international moments to put our brand point of view in front of millions of fans,” said Ricardo Marques, vice president of marketing for Michelob Ultra, in a press statement.

A 30-second advertisement titled “Enjoyment” shows several game highlights by Team USA, along with the special-edition packaging bearing the logo 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 comes in the form 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 will be present at all 32 matches of the tournament, which will take place across 14 stadiums. Michelob Ultra aims to host over 1 million consumers 21 and older at fan zone centers providing live music, exclusive merchandise and games. The beer will also 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 foundation around soccer previously established by the beer brand. Michelob Ultra is already the official beer sponsor of both 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.