AB InBev’s Michelob Ultra is stepping up its FIFA World Cup marketing with a newly designed ‘Superior Player of the Match’ trophy for next year’s tournament.
The brand, which is the “official beer sponsor” of the 2026 World Cup, commissioned artist Victor Solomon to redesign the award, which will be handed out after every match based on a fan vote. Lionel Messi, one of Michelob Ultra’s brand ambassadors, will help reveal the trophy in a 57-second advert (below) ahead of the group stage draw tomorrow (5 December).
Solomon’s design features an aluminium body and a red crystal centrepiece, with a base representing the three host nations: Canada, Mexico and the US.
Alongside the activation, the brand will run its ‘Superior Access’ ticket-and-gear giveaway, offering fans the chance to win around US$1m worth of prizes during the tournament, which runs from 11 June to 19 July.
Six months ago, AB InBev recruited Messi to front an advert titled ‘Superior Hotel’ for FIFA’s Club World Cup tournament that was held in the US over the summer.
