Michelob Ultra cheers to multi-year deal with soccer powerhouses

Michelob Ultra has been named the official beer sponsor of CONCACAF and MLS, as well as bagged the title sponsor rights of the prestigious "Michelob Ultra Campeones Cup."

Michelob Ultra, a leading low-calorie beer from Anheuser-Busch InBev (AB InBev), has secured a multi-year partnership with the Confederation of North, Central American and Caribbean Association Football (CONCACAF) and Major League Soccer (MLS).

This strategic move has positioned Michelob Ultra as the official beer of some of the most prestigious soccer events in the region.

Michelob Ultra has been named the official beer sponsor of the CONCACAF Champions Cup (men’s) and the CONCACAF W Champions Cup (women’s), showcasing its commitment to gender equality and soccer development at all levels. Additionally, it has also been named the official beer of MLS, encompassing all regular season matches, the All-Star Game, and the MLS Cup championship.

The partnership extends beyond sponsorship. The low-calorie beer has also become the title sponsor of the prestigious “Michelob Ultra Campeones Cup,” an annual match between the reigning MLS champion and the champion of Mexico’s Liga MX. This heightened involvement has solidified the American-style lager’s dedication to the most exciting events in the sport.

Industry leaders expressed their enthusiasm for the partnership.

Marcel Marcondes, Global Chief Marketing Officer of AB InBev, said, “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.”

Philippe Moggio, CONCACAF General Secretary, echoed this sentiment, “We are very pleased to welcome Michelob Ultra as the Official Beer partner of the Concacaf Champions Cup and the Concacaf W Champions Cup – our annual men’s and women’s club competitions that showcase the very best club teams across North America, Central America and the Caribbean.

“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.”

Gary Stevenson, Deputy Commissioner of MLS and President of Soccer United Marketing, said, “We are proud to welcome Michelob Ultra as a Global Partner across MLS and Concacaf. 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.”

Fans attending MLS events can expect an immersive Michelob Ultra experience. The brand has planned extensive on-site activations, strategic branding throughout stadiums, and prominent placement on Apple TV’s MLS Season Pass service. Engaging social and digital content will be rolled out throughout the season, fostering deeper connections with fans.

CONCACAF fans will also benefit. While specific details are yet to be announced, the agreement promises unique experiences that will enhance their connection to the sport.

This multi-year agreement is a significant move for the popular low-carb beer brand. North America is becoming the epicentre of soccer, hosting major events like the Copa America 2024, the Club World Cup 2025, and the FIFA World Cup 2026. By capitalizing on the growing popularity of MLS and CONCACAF competitions, the AB InBev brand has positioned itself to connect with a passionate and rapidly expanding fanbase.

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