Michelob Ultra Expands Soccer Presence As Official Partner With MLS, Concacaf
Friday, June 21, 2024 at 03:49PM By Barry Janoff
June 21, 2024: Anheuser-Busch InBev brand Michelob Ultra has again upped the ante on its alliance with soccer in the U.S., signing multi-year international partnerships with Concacaf and Major League Soccer.
Effective immediately, the agreements cover all matches across the MLS regular season including All-Star and MLS Cup, Campeones Cup; Concacaf premier club competitions, the Concacaf Champions Cup and the Concacaf W Champions Cup.
Financial terms were not disclosed.
The alliance comes on the heels of unveiling a multi-platform effort, “Summer of Team USA” — calling it “the biggest summer program in Michelob Ultra’s history” — as the as the official global beer sponsor of Conmebol Copa América USA 2024 as well as 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.
With MLS, Michelob Ultra replaces Heineken, whose alliance with the league began in 2014 and ended last season.
"We are proud to welcome Michelob Ultra as a global partner across MLS and Concacaf," Gary Stevenson, deputy commissioner of MLS and President of Soccer United Marketing, said via the organizations.
“We are in a period of unlimited opportunity for soccer, with the next few years set to bring unparalleled growth. We look forward to collaborating with Michelob Ultra to develop a variety of programs and activations to bring fans even closer to the game."
Soccer United Marketing, the commercial arm of MLS, also supports Concacaf with partnership sales for its tier one club competitions led the process of securing these agreements.
The alliances come as Conmebol Copa América USA 2024 has started, with Michelob Ultra planning activation in all 14 U.S. host cities throughout the tournament; support for U.S. Olympics at the upcoming Paris 2024 Summer Games; and as FIFA has started the two-year countdown to the 2026 Men's World Cup, which will be hosted by the U.S., Canada and Mexico.
"Our partnership with Concacaf and MLS is another example of how we are connecting our megabrands, like Michelob Ultra, to mega-platforms like Concacaf and MLS to help create more moments of cheers and celebration for fans," Marcel Marcondes, Anheuser-Busch InBev global CMO, said via the company.
The partnership with MLS features an extensive series of activation for Michelob Ultra throughout each season.
That will include on-site presence at such league events as MLS Cup presented by Audi and the MLS All-Star Game presented by Target, broadcast integrations and custom social and digital content.
The brand is now title sponsor for the Michelob Ultra Campeones Cup, the annual trophy contested between the reigning champions of MLS and the reigning champions of LIGA MX, Mexico's professional soccer league.
In addition, the brand is now title sponsor for the Michelob Ultra Superior Player of the Match for all MLS competitions, the Michelob Ultra Player of the Match for all Concacaf Champions Cup and Concacaf W Champions Cup matches, as well as the Michelob Ultra Superior Player of the Match for the Michelob Ultra Campeones Cup.
For Concacaf, the partnership is highlighted by programs that will provide access at its premier club competitions, Concacaf Champions Cup and Concacaf W Champions Cup.
In the U.S., Michelob Ultra’s "Summer of Team USA" activation features multi-media marketing anchored by a TV campaign, “Superior Squad: Michelob Ultra x U.S. Soccer,” and presence for the beer at fan zones in all 14 host cities nationwide.
Michelob Ultra said it would leverage "Michelob Ultra Pitchside," a digital platform where fans can enter for a chance to win prizes including tickets and VIP experiences.
These prizes will cover matches across MLS, Concacaf Champions Cup, Concacaf W Champions Cup, and the Michelob Ultra Campeones Cup, and is a continuation of Michelob Ultra's "Superior Access" program.
As the official beer sponsor of both the U.S. and Mexico’s national teams, co-branded Michelob Ultra packaging with the pair will be backed by out-of-home ads nationwide featuring U.S. player Christian Pulisic.
Last year, Anheuser-Busch InBev signed Messi, now starring for MLS’s club Inter Miami, as a brand ambassador for Michelob Ultra.
In addition to soccer, in 2023, Michelob Ultra signed the first global beer partner with the NBA, as well as the WNBA, NBA G League, NBA 2K League, USA Basketball and Basketball Africa League.
The two-time defending WNBA champion Las Vegas Aces play some home games in Michelob Ultra Arena.
"We are very pleased to welcome Michelob Ultra as the official beer partner of the Concacaf Champions Cup and the Concacaf W Champions Cup," Concacaf general secretary Philippe Moggio said via the organization.
"This is a period of unprecedented growth for the sport in Concacaf and we know that the team at AB InBev will provide tremendous support in elevating these important competitions, which crown our regional men's and women's club champions, and serve as the qualification path to FIFA Club World Cups.”
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