Michelob Ultra and Christian Pusilic score with soccer fans in ‘Summer of Team USA’
The United States men’s national soccer team star fronts the brewer’s largest-ever summer campaign ahead of Copa America 2024.
Today, Michelob Ultra kicked off a frenzy of excitement among American soccer fans with its largest summer campaign yet, perfectly timed for the Conmebol Copa América USA 2024.
As the official global beer sponsor, the Anheuser-Busch-owned brew plans to create branded experiences in all 14 US host cities during the tournament, running from June 20 to July 14.
The new ‘Summer of Team USA’ initiative introduces immersive fan zones, exclusive prizes, and special-edition packaging. These zones will welcome over a million fans with soccer-inspired games, live music and limited-edition merch at each of the 32 matches.
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“Being able to engage with some of the most passionate fans in sports through an incredible international event like Conmebol Copa América gives us great momentum heading into the summer season, and we couldn’t be more excited to bring this plan to life,” said Ricardo Marques, vice-president of marketing for Michelob Ultra.
He added: “Michelob Ultra is uniquely positioned to connect with consumers across sports and social occasions, and this campaign will set us up for a dynamic summer with more international moments to put our brand point of view in front of millions of fans.”
The campaign, crafted by Ultra’s internal digital and creative department, DraftLine, includes a TV commercial featuring the United States men’s national soccer team (USMNT) midfielder Christian Pulisic, emphasizing the joy of blending an active lifestyle with social occasions.
“As a player, it’s energizing to see how soccer is growing here in the US through our incredible fans and support from partners like Michelob Ultra,” said Pulisic. “This brand brings people together through an active lifestyle, which resonates with me and connects with fans of the USMNT.”
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Additionally, Michelob Ultra’s collaboration with Puma introduces a limited-edition collection inspired by the tournament’s official match ball, Cumbre.
Celebrating the cultural diversity of the 16 participating nations, fans can win select pieces through Michelob Ultra’s Superior Acces” platform, which offers prizes including signed gear by Lionel Messi, match tickets and exclusive Conmebol Copa América hospitality packages.
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