Michelob ULTRA is showcasing their investment
in soccer and commitment to connecting with sports enthusiasts
everywhere by providing one-of-a-kind fan experiences and
can't-miss collaborations ahead of this summer's CONMEBOL Copa
América tournament.
NEW
YORK, June 18, 2024 /PRNewswire/ -- Michelob
ULTRA, a beer brewed for those who live an active lifestyle, will
bring Superior Enjoyment to fans with activations at all 14 U.S.
host cities throughout the tournament as the Official Global
Beer Sponsor of CONMEBOL Copa América USA 2024™ – the oldest still-running
continental soccer competition and one of the most iconic
tournaments in sports.
Michelob ULTRA's CONMEBOL Copa América sponsorship builds
on the brand's commitment to soccer, including being the Official
Beer Sponsor of the U.S. Men's National Team and the
Mexico Men's National Team, and its continuing support of
Lionel Messi.
"Summer of Team USA" will be
the biggest summer program in Michelob ULTRA's history, continuing
the brand's commercial momentum after recently reaching its
all-time high market share earlier this year.
"Being able to engage with some of the most passionate fans in
sports through an incredible international event like CONMEBOL Copa
América gives us great momentum heading into the summer
season, and we couldn't be more excited to bring this plan to
life," said Ricardo Marques, Vice
President of Marketing for Michelob ULTRA. "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."
As part of the campaign, Michelob ULTRA will air a TVC that
highlights the brand's point of view and celebrates the superior
moments when your active life becomes your social life.
"Enjoyment" will help further the connection between the
brand and these players by combining the anticipation that builds
as we get closer to the tournament while serving as a reminder
for athletes and fans alike to savor the moment.
The TVC is part of a fully integrated marketing campaign that's
built around the brand's Superior Access platform, ULTRA
Pitchside, which gives 21+ fans the chance to win from three
tiers of exclusive prizes, including CONMEBOL Copa América
hospitality packages, gear signed by Lionel
Messi plus other exclusive merch, and tickets to CONMEBOL
Copa América matches. The brand will also sponsor the Superior
Player of the Match Trophy, which will be presented to a top
player after each match by a fan vote.
Michelob ULTRA will also host more than 1 million 21+ consumers
at fan zones located at all 14 host stadiums for each of CONMEBOL
Copa América's 32 matches around the country. These immersive
footprints will provide guests with a superior CONMEBOL Copa
América experience only Michelob ULTRA can deliver, including
soccer-inspired games, live music, and access to exclusive
merch.
To build excitement around this iconic tournament, Michelob
ULTRA will continue its partnership with USMNT star Christian Pulisic to celebrate the
tournament's superior moments happening right here at home. In
addition to offering fans special-edition packaging featuring the
U.S. shield logo and the Mexico
shield logo, fans can expect to see Christian Pulisic in OOH advertising across the
U.S.
"As a player, it's energizing to see how soccer is growing here
in the U.S. through our incredible fans and overall support through
brand partners like Michelob ULTRA," said Christian Pulisic, USMNT Captain and a Michelob
ULTRA partner. "This brand is all about bringing people together
through an active lifestyle, which is something I directly relate
to and know fans of the USMNT will continue to connect with."
Michelob ULTRA is also collaborating with iconic global sports
brand and CONMEBOL Copa América sponsor, PUMA, on a
limited-edition collection, which fans can enter to win via the
brand's ULTRA Pitchside platform. The collection is inspired
by PUMA Cumbre, the official match ball of CONMEBOL Copa América.
The PUMA Cumbre name is a nod to the mountain ranges that stretch
across all of America, and the design is based on the shape of the
continent and the 16 countries that will come together to compete
this summer at the tournament.
Click here to learn more about ULTRA Pitchside and enter
for a chance to win. For more information, visit MichelobULTRA.com
or follow @MichelobULTRA on Facebook, X, Instagram and YouTube.
About Michelob ULTRA:
Introduced in 2002, Michelob
ULTRA is the No. 2 beer in the industry by volume. With just 95
calories, 2.6 carbs and no artificial flavors or colors, it is a
superior light beer that celebrates the active, balanced lifestyle
of its drinkers that includes both fitness and fun. Michelob
ULTRA's choice of grains and extended mashing process leads to its
refreshing taste and fewer carbohydrates. It is brewed with the
finest barley malt, rice, hops, and a pure-cultured yeast strain,
all of which reflect Anheuser-Busch's commitment to brewing
quality. Michelob ULTRA reminds you to always drink, and sweat,
responsibly.
About Anheuser-Busch:
At Anheuser-Busch, our purpose
is to create a future with more cheers. We are committed to earning
our place in the moments that matter to our consumers and making a
meaningful impact in our communities across the country. For more
than 165 years, Anheuser-Busch has carried on a legacy of brewing
great-tasting, high-quality beers that have satisfied beer drinkers
for generations.
Today, we own and operate more than 120 facilities, including
breweries, wholesaler distribution centers, agricultural
facilities, and packaging plants, and have a dedicated network of
more than 65,000 hardworking Americans across the United States who bring our beer to life.
We are home to several of America's most iconic beer and beyond
beer brands, including Michelob ULTRA, Cutwater Spirits, Stella
Artois, Budweiser, and Bud Light as well as regional brands that
provide beer drinkers with a choice of the best-tasting craft beers
in the industry. From our industry-leading efforts to support
American farmers and our nation's military, veterans, and first
responders to emergency drinking water donations and responsible
drinking programs, we are guided by our unwavering commitment to
supporting the communities we call home – that's who we are. For
more information, visit www.anheuser-busch.com or follow
Anheuser-Busch on LinkedIn, X, Facebook,
and Instagram.
About CONMEBOL Copa América:
The CONMEBOL
Copa America 2024™ will be played in the
United States and includes 10 CONMEBOL teams and 6 guest
teams from Concacaf. In this edition, this traditional tournament
will be organized by both confederations. All 6 Concacaf teams
qualify through the 2023/24 Concacaf Nations League. The teams
representing North, Central
America and the Caribbean
are the United States,
Panama, Jamaica, Mexico, Canada, and Costa
Rica. In its 48th edition of one of the most important
competitions on the continent, this will be the second time in the
tournaments history that it will host 16 teams – having hosted the
same number of teams in its 2016 edition, also held in the United States. Taking the field will be 10
South American FIFA World Cup™ title holders and the biggest stars
in world football to play 32 matches in this edition of the
tournament in June and July 2024.
About PUMA:
PUMA is one of the world's leading sports
brands, designing, developing, selling and marketing footwear,
apparel and accessories. For 75 years, PUMA has relentlessly pushed
sport and culture forward by creating fast products for the world's
fastest athletes. PUMA offers performance and sport-inspired
lifestyle products in categories such as Football, Running and
Training, Basketball, Golf, and Motorsports. It collaborates with
renowned designers and brands to bring sport influences into street
culture and fashion. The PUMA Group owns the brands PUMA, Cobra
Golf and stichd. The company distributes its products in more than
120 countries, employs about 20,000 people worldwide, and is
headquartered in Herzogenaurach/Germany.
MICHELOB ULTRA®PITCHSIDE – CONMEBOL COPA AMÉRICA
2024 SWEEPSTAKES. No Purchase Necessary. Open to US
residents 21+. Begins on 4/1/24 and
ends on 7/14/24. See official rules at www.michelobultra.com/rules
for free entry, entry deadlines. Void where prohibited.
Media Contact:
Jake Spitz
JSpitz@webershandwick.com
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SOURCE Michelob ULTRA