Michelob ULTRA Unveils Plans to Bring Soccer Fans Closer to the Pitch as Official Beer Sponsor of the FIFA Club World Cup 2025™

Michelob ULTRA will help fans immerse themselves in the tournament no matter where they are – at the stadium, at home, or at the bar – with one-of-a-kind brand experiences, limited-edition packaging and more

St. Louis, MO – June 3, 2025 – Michelob ULTRA, the no. 1 fastest-growing beer brand*, is reaffirming its long-term commitment to the world’s most popular sport as the Official Beer Sponsor of the FIFA Club World Cup 2025™, taking place in the United States from June 15 to July 13.

As part of this sponsorship, Michelob ULTRA is bringing the excitement of the tournament to life through one-of-a-kind brand experiences, in-stadium and on-premise activations, tournament-inspired packaging at retail and brand-new creative featuring some of the game’s biggest stars, including Michelob ULTRA’s global ambassador Lionel Messi.

“This summer Michelob ULTRA will continue our legacy of uniting beer and sports to create unforgettable moments of celebration for fans across the country,” said Ricardo Marques, Senior Vice President of Marketing for Michelob ULTRA. “We’re in the golden age of soccer in the United States, and Michelob ULTRA has the unique privilege of being in the hands of the sport’s most passionate fans during this summer’s FIFA Club World Cup™ and when the United States hosts the 2026 FIFA World Cup™. We have robust plans to leverage this incredible moment in sport by elevating the fan experience through this powerful partnership.” 

Michelob ULTRA Global Ambassador and Soccer Superstar Lionel Messi

To help officially kick-off the tournament, Michelob ULTRA is revealing a brand-new ad, titled “Superior Hotel,” starring the brand’s global ambassador, soccer superstar, and FIFA Club World Cup™ participant, Lionel Messi. Starting this month, fans across the world will be able to watch Messi use his superior skills to navigate around obstacles in an effort to secure an ULTRA, because everyone knows friendly competition is more enjoyable when there’s Michelob ULTRA on the line. 

Michelob ULTRA Summer of Sports

Michelob ULTRA’s campaign will also include limited-edition packaging, aluminum bottle and can designs that celebrate a summer of sporting competition, star-studded out-of-home featuring top players and assets in-stadium, at retail and on premise in support of the tournament.

At the tournament’s twelve host stadiums, fans will be able to visit Michelob ULTRA beer gardens—experiential pop-ups where fans who want to harness their own sense of competition will be able to ‘Play For An ULTRA’ through on-site activities and games. The brand’s newest innovation, Michelob ULTRA Zero, will also share the spotlight with in-broadcast integrations, on-premise at bars and restaurants across the country and a presence in-stadium.

Michelob ULTRA Pitchside Club

For those looking for an extraordinary venue to immerse themselves in the tournament, the brand will introduce The Michelob ULTRA Pitchside Club in New York City—a unique destination for VIPs and fans that will play host to curated programming, watch parties, and deliver one-of-a-kind access during the semifinal and final matches from July 8 to 13.

As only Michelob ULTRA can do, The Pitchside Club will celebrate the culture of the sport and harness the fevered excitement made famous by soccer fans around the world. With experiences like a FIFA memorabilia tunnel, a match bar, game room, and onsite kit customization, fans will be a part of the action like they never have before.

Michelob ULTRA Superior Access & Superior Players

Michelob ULTRA will also renew its sponsorship of the Superior Player of the Match Trophy—following its successful debut at Copa América USA 2024™—which will once again be awarded via fan vote to players that showcase superior on field play after each match. This platform will also extend to Michelob ULTRA’s sponsorship of the 2026 FIFA World Cup™.

Fans can only dream of having access to the tournament the same way players do. That’s why Michelob ULTRA unveiled Superior Call Up, a once-in-a-lifetime contest that will bring one lucky fan to the tournament as an honorary member of Auckland City F.C. The winner will have unprecedented access throughout the tournament, including training sessions with the team, travel on the team bus, and be amongst the players both in the locker room and on the pitch.

Michelob ULTRA Pitchside, the brand’s superior access platform, will also provide fans with a chance to sit in the best seats in the house throughout the tournament—practically on the pitch. In addition to a grand prize of premium seats and a customized experience for the FIFA Club World Cup™ final, fans can also win Michelob ULTRA’s Superior Player of the Match trophies and ULTRA x FIFA Club World Cup™ merchandise**. Fans can enter by visiting Michelob ULTRA Superior Access website.

Michelob ULTRA’s support of FIFA Club World Cup™ is a continuation of the brand’s commitment to soccer in the United States and around the globe, with its long-term sponsorship spanning all major international tournaments in the U.S. over the next four years, including the FIFA World Cup 2026™ and the Olympic Games LA 2028. Through its portfolio of brands, Anheuser-Busch also supports the U.S. Men’s and Women’s National Teams, the Mexico Men’s and Women’s National Teams and proudly features Lionel Messi as a global brand ambassador.

For more information, visit MichelobULTRA.com or follow @MichelobULTRA on Facebook, X, Instagram and YouTube.

**SUPERIOR ACCESS PITCHSIDE – FCWC No Purchase Necessary. Open to US residents 21+. Begins on 5/1/25 and ends on 7/15/25. Visit michelobultra.com/rules for free entry and Official Rules. Message and data rates may apply. Void where prohibited.

ABOUT MICHELOB ULTRA

Introduced in 2002, Michelob ULTRA is the No. 1 fastest growing beer in the industry*. With just 95 calories, 2.6 carbs and no artificial flavors or colors, it is a superior light beer that celebrates the active, balanced lifestyle of its drinkers that includes both fitness and fun. Michelob ULTRA’s choice of grains and extended mashing process leads to its refreshing taste and fewer carbohydrates. It is brewed with the finest barley malt, rice, hops, and a pure-cultured yeast strain, all of which reflect Anheuser-Busch’s commitment to brewing quality. Michelob ULTRA reminds you to always drink, and sweat, responsibly. For more information, visit MichelobULTRA.com or follow @MichelobULTRA on Facebook, X, Instagram and YouTube. (*Circana Total US MULC through w.e. 12.29.24)

ABOUT ANHEUSER-BUSCH

At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165 years, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. As a leading American manufacturer, we drive economic prosperity nationwide through investments in our people, facilities, and communities.

We are home to the nation’s most iconic beer and beyond beer brands, including Michelob ULTRA, Busch Light, Budweiser, Bud Light, Stella Artois, and Cutwater, as well as industry-leading regional craft brands. From our longstanding efforts to support American farmers, military, veterans, and first responders, to emergency drinking water donations and responsible drinking programs, we are guided by our commitment to the communities we call home and the 65,000 hardworking Americans who bring our beer to life. That’s who we are. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, X, Facebook, and Instagram.

zzubreebym