Anheuser-Busch InBev is preparing for next year’s Copa América USA 2024 soccer tournament, lining up Argentina’s Lionel Messi as a brand ambassador for Michelob Ultra.
The arrangement builds on the low-carb beer brand’s ‘Official Global Beer Sponsor’ status of the month-long international teams championship, which will take place in 13 cities across the US featuring 16 nations from North, South and Central America. Michelob Ultra will lead a raft of activity during the tournament, backed by “select local AB InBev brands”.
According to the brewer and brand owner, Michelob Ultra has doubled its US volumes in the last five years to become the country’s second-largest beer brand in volume terms. The beer has consistently hogged the headlines for AB InBev in recent years thanks to its impressive and steady double-digit sales gains, which have continued as recently as Q3 this year.
