Soccer icon Lionel Messi, already among the most sponsored athletes globally, has expanded his partnership with AB InBev, the brewer behind Budweiser, by becoming the ambassador for Michelob ULTRA.
Messi’s collaboration builds on Messi’s relationship with Budweiser, which began in September 2020. A memorable campaign in December of that year saw 160 goalkeepers who conceded goals to Messi during his time at Barcelona receive 644 bottles of Budweiser.
The announcement of Messi’s new role with Michelob ULTRA coincides strategically with AB InBev’s recent declaration as the Official Beer Sponsor of the Copa América USA 2024. This event, one of the significant soccer events in the United States, will potentially feature Messi in one of his last major international appearances.
Michelob ULTRA’s social media channels excitedly shared the news of Messi joining #TeamULTRA in 2024, emphasizing his anticipated performance in the upcoming tournament.
Although Michelob ULTRA is just among many of AB InBev’s brands, its popularity has increased notably. This growth was exemplified in February 2021 when Las Vegas’ Mandalay Bay resort signed a multi-year deal to rename its entertainment venue the Michelob ULTRA Arena. Messi’s endorsement is expected to further elevate the brand’s status, especially in light of his significant influence in the world of sports.
