Michelob ULTRA Supports Team USA in Olympic Campaign

Michelob ULTRA launched a new campaign as the Exclusive Beer Sponsor of Team USA for this year's Olympic and Paralympic Games Paris 2024.

To show its support for the team, the brand has partnered with select Team USA athletes to be part of "Team ULTRA," giving fans an inside look at the Games through featured Michelob ULTRA commercials and OOH efforts. 

Members of the Team ULTRA roster include: 

• Sabrina Ionescu (Basketball)
• Rose Lavelle, Mallory Swanson, and Gianluca Busio (Soccer)
• Ryan Crouser and Yared Nuguse (Track and Field)
• Christopher Blevins (Cycling)

Team ULTRA athletes will share social media content and make special appearances throughout the brand's initiatives for the Summer Olympics. 

Two goals in 70 seconds and a @michelobultra Superior Woman of the Match performance! 👏👏👏 @malpughpic.twitter.com/K5JAXSDN73

— U.S. Women's National Soccer Team (@USWNT) July 25, 2024

Michelob ULTRA VP of Marketing Ricardo Marques expressed excitement in supporting Team USA as it represents "the best of the American spirit on the biggest stage in sports." 

Marques also shared that this summer marks the beginning of an "exciting four-year journey" for the beer brand as it builds towards the 2028 Olympic and Paralympic Games.

USA Basketball player and Team ULTRA athlete Sabrina Ionescu also shared her joy in representing her country and working with Michelob ULTRA to "bring fans as close to the Olympic Games as possible." 

As a player, Ionescu calls the experience a "dream come true," connecting with fans as they celebrate Team USA and cheer for their success.

The Olympic Games Paris 2024 are HERE. Stock up on ULTRA before the games begin and cheer on @TeamUSA! Where are you watching the Opening Ceremony? pic.twitter.com/OLC5YAK26T

— Michelob ULTRA (@MichelobULTRA) July 26, 2024

In line with the campaign, Michelob ULTRA will launch a series of activations that include broadcast integrations during the Opening Ceremony, several billboards and new trade assets featuring Team USA athletes, watch parties, and more. 

Notably, the company will also be the first brand to take part in the Order of Ikkos Ceremony, where Team USA medalists recognize their coaches who have helped them reach their goals.

Here, the brand will give select fans the chance to have "superior access" to the athletes as they celebrate their wins in Paris. 

The latest marketing initiative from the brand builds on its momentum, having reached an all-time high market share early this year.

But beyond that, the alcoholic beverage brand's sponsorship is a continuation of its goal of bringing the "Summer of Team USA" to fans.

Sports marketing is a common strategy for brands to promote their services or products through the world of sports.

While some may opt to partner with athletes, sports events, or teams to showcase their brands, what makes Olympics marketing really exciting is that it does more than just try to sell products or services — it also creates connections and evokes emotions among its audiences on a global scale. 

Coming Together for Team USA

Michelob ULTRA's ongoing sponsorship with Team USA is marked by two short spots that celebrate the athletes for their hard work and determination.

The 30-second "Home Team" kickstarts with a montage of Team USA members competing over the years, as close-ups of Michelob ULTRA are woven in between.

"What is it about Team USA that makes us follow sports that we don't usually follow?" the narrator asks viewers. 

"It may just be that all of us have this team in common," he follows, as we get a glimpse of a Michelob ULTRA beer bottle decorated with Team USA branding. 

The second advert titled "Brewed Here" follows the same premise, with the narrator declaring the nation's support for the team. 

"While our nation's best are giving their blood, sweat, and tears in Paris, we'll be sweating right along with them," he says, concluding the spot. 

Michelob ULTRA has long partnered with sports establishments to appeal to its audience.

Previously, it teamed up with football superstar and brand ambassador Lionel Messi for a series of spots.

Editing by Katherine 'Makkie' Maclang