AB InBev has recruited comedian & actor Kevin Hart to front the latest FIFA World Cup 2026 activation for its Michelob Ultra brand.
The Budweiser brand owner has opened applications for a ‘superior player of the match chief trophy officer’ – a one-off gig that will earn the winner $90,000. The successful applicant will be required to hand over the Michelob Ultra-branded ‘superior player of the match trophy’, unveiled in December, at the final of this summer’s FIFA World Cup tournament in North America, on 19 July.
Hart has recorded a 45-second advertisement for the role (below), which has been shared on Michelob Ultra’s social media channels this week.
Entrants can apply on a dedicated web page or by uploading a video on social media and tagging the brand. Entries close on 29 May, with the winner also receiving two tickets to the final in New Jersey.
The activation is the latest in a raft of sports-related marketing activations from AB InBev, which released a FIFA-themed ad fronted by David Beckham for Stella Artois last month. In February, the group added its Nütrl RTD brand to the sponsorship arrangement for this year’s World Cup.
