National Basketball Association announces global expansion with AB InBev to make Michelob ULTRA a worldwide partner

Michelob ULTRA's global marketing rights with NBA has now extended across all the league’s worldwide territories.

The professional basketball tournament, National Basketball Association (NBA) has announced a global expansion with the Belgian multinational brewery company, AB InBev.

With this development, Michelob ULTRA, AB InBev’s subsidiary, has been named the exclusive worldwide official beer partner of the NBA, Women’s National Basketball Association (WNBA), NBA G League, NBA 2K League, USA Basketball, and Basketball Africa League. 

The beer entity’s global marketing rights with NBA were only limited to the USA, Canada, and Brazil, but with this deal, it has now extended across all the league’s worldwide territories. The company will also have a strong on-court presence, having proper physical branding on the baseline apron, which will be seen on national telecast games across all the leagues mentioned in the expansion. Along with it, the brand will also serve as the official beer partner of 25 teams in the marquee basketball league.

The American brewery company will also air an advertisement featuring Jimmy Butler, the Miami Heat player to attract the attention of the fans and urge them to enjoy the beer produced by this entity. 

In addition to producing on-the-ground fan experiences at NBA All-Star, launching the NBA player #ULTRADrip Cam to highlight NBA player fashion, and developing Michelob ULTRA NBA Team Cans and NBA Championship Bottles, among many other partnerships and innovative collaborations, Michelob ULTRA and the NBA have continued to provide unique experiences for basketball fans year-round that have brought NBA fans closer to the game.

Fabio Baracho Martinelli, Global Vice President of Connections and Occasions, AB InBev, said, “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. 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.”

Kerry Tatlock, NBA Executive Vice President, Global Marketing Partnerships and Media, commented, “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. Michelob ULTRA has shown a passioned 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.”

Kyle Norrington, Chief Commercial Officer, Anheuser-Busch, stated, “Michelob ULTRA tipped off our journey with the NBA during unprecedented times and have continued to work and evolve together to bring our shared commitment of creating joyful experiences for adult basketball fans to fruition. Expanding on our partnership will allow us to tap even further into our existing fan base and reach more basketball fans as we take it to the global stage.”

Michelob ULTRA was introduced in 2002 and is currently the second most popular beer on the market. It is a premium light beer that honours its drinkers’ active, balanced lifestyles that incorporate both fitness and pleasure. It has just 95 calories, 2.6 carbohydrates, and no artificial flavours or colours.

Related Articles

Latest Articles