Michelob ULTRA Launches “Summer of Team USA” and Kicks Off Sponsorship of CONMEBOL Copa América USA 2024TM

Michelob ULTRA is kicking off the “Summer of Team USA” with its largest program ever, starting with its official sponsorship of the CONMEBOL Copa América USA 2024™. Michelob will connect with soccer enthusiasts nationwide through unique fan experiences ahead of the tournament. The initiative builds on the beer brand’s commitment to soccer, following its sponsorship of the U.S. and Mexico Men’s National Teams and support for soccer superstar Lionel Messi. 

“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.”  

The campaign includes a television commercial celebrating the synergy between an active and social lifestyle. It’s part of a strategy centered around the brand’s Superior Access platform, ULTRA Pitchside, which offers fans of drinking age a chance to win exclusive prizes, including hospitality packages for the tournament, gear autographed by Messi, and match tickets. Michelob ULTRA is also teaming up with PUMA for a limited-edition collection inspired by the PUMA Cumbre, the official match ball of the tournament. Fans can enter to win the collection through the ULTRA Pitchside platform. Additionally, Michelob ULTRA will sponsor the Superior Player of the Match Trophy, which will be determined by a fan vote after each game. 

Michelob ULTRA will host more than one million fans over 21 years of age in fan zones at 14 host stadiums for the 32 CONMEBOL Copa America matches, offering a phenomenal experience for them, including live music, soccer-inspired games, and exclusive merchandise. 

Michelob is also continuing its collaboration with USMNT star Christian Pulisic, featuring him in out-of-home advertising and on special-edition packaging with the U.S. and Mexico shield logos. 

Learn more about the ULTRA Pitchside platform by clicking here.  


Read More on Trends, Updates, and Industry Leaders   


Read more on Loyalty360:   

Lowe’s Partners with Lionel Messi, Inter Miami CF, and CONMEBOL Copa América 2024 USA™ To Enhance Customer Experience 

Lay’s Relaunches No Lays No Game Campaign with Soccer Legends Beckham and Henry 

Partying in Las Vegas with Michelob ULTRA 

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing