Running in the US, the brand’s ‘Summer of Team USA’ activation features a TV ad that breaks ahead of the three-week international tournament, which commences tomorrow (20 June). Positioned by AB InBev as Michelob Ultra’s “biggest summer programme in [its] history”, the campaign also includes a presence for the beer at fan zones in all 14 host cities across the country.
As well as being the ‘official global beer sponsor’ of CONMEBOL’s Copa América USA 2024, Michelob Ultra is also the ‘official beer sponsor’ of both the US and Mexico’s national teams. Co-branded packaging with the pair will be backed by out-of-home ads nationwide featuring US player Christian Pulisic.
Late last year, AB InBev secured the services of Argentina’s Lionel Messi as a brand ambassador for Michelob Ultra. The beer will also lead the group’s US marketing activity around its headline sponsor deal with the Olympic Games later this summer.
The final of this year’s Copa América, which runs at the same time as UEFA’s Euro 2024 in Europe, takes place on 14 July.
