NBA Names Anheuser-Busch InBev’s Michelob Ultra First Global Beer Partner
Thursday, June 1, 2023 at 07:09PM By Barry Janoff
June 1, 2023: The NBA today unveiled a global expansion of its marketing partnership with AB InBev, naming Michelob Ultra the first exclusive worldwide official beer partner of the NBA, WNBA, NBA G League, NBA 2K League, USA Basketball and Basketball Africa League (beginning with its fourth season in 2024).
Michelob Ultra’s global marketing rights with the NBA, previously limited to the U.S., Canada, and Brazil, have expanded across all the league’s global territories.
Financial terms were not shared.
The global expansion builds on the company’s 25-year relationship with the NBA, which began in 1998. Michelob Ultra became the official beer partner of the NBA in 2020 during the NBA Restart in Orlando.
Michelob Ultra will also remain the official beer partner for 25 of the 30 NBA teams.
There will also be a “renewed commitment with the WNBA, continuing Michelob Ultra’s commitment to increase visibility for women's sports, as a partner across every WNBA marquee event.”
Core elements of the global agreement also include Michelob Ultra serving as a presenting partner for select NBA Global Games and an expanded on-court presence through the first physical branding on the baseline apron, visible on nationally televised games across the NBA, WNBA, the NBA Global Games, the NBA 2K24 Summer League and USA Basketball.
In addition, Michelob Ultra Courtside viewing areas will be available at key league marquee events including NBA All-Star, NBA 2K24 Summer League and the NBA Draft presented by State Farm.
“We are thrilled to build upon our 25-year relationship with Anheuser-Busch and welcome Michelob Ultra as the NBA’s first-ever global beer partner,” Kerry Tatlock, NBA evp-global marketing partnerships and media, said via the league.
“Michelob Ultra has shown a passionate dedication to creating new, differentiated experiences for our fans, and we look forward to working with Ultra to engage with our fans all around the world and bring them closer to their favorite game.”
The expanded alliance comes as the NBA Finals presented by YouTube begin between the Miami Heat and Denver Nuggets.
Heat All-Star Jimmy Butler, a Michelob Ultra spokesperson, will appear in new creative to break during the Finals.
“Our longstanding partnership with the NBA is key to our strategy of building platforms that connect beer-drinking occasions and consumer passion points with our brands,” Fabio Baracho Martinelli, global vp-connections and occasions, AB InBev, said via the brewer.
“Expanding our collaboration around the world allows us to connect with even more adult basketball fans and to bring them together for meaningful moments of joy and celebration, creating a future with more cheers.”
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