Leo Messi, known for his extraordinary soccer skills, is set to appear in a Michelob Ultra commercial during the Super Bowl 2024. Michelob Ultra, part of Anheuser-Busch, has secured Messi, regarded as one of football’s greatest players, for its new ad campaign.
In the 60-second Michelob Ultra commercial, viewers will see Messi entering a bar and awaiting an ice-cold beer. A preview of this advertisement was released last Thursday. Michelob Ultra, also the official sponsor of the upcoming Copa America in the United States, is strengthening its association with soccer.
According to The New York Times, Messi’s participation in the Super Bowl ad reportedly earns him $14 million. La Nacion notes that in 2023, a 30-second Super Bowl ad by the beer company cost $7 million, but in 2024, they opted for a larger investment by featuring Messi in a halftime commercial. This ad is expected to reach an audience of about 100 million worldwide.
This Super Bowl commercial marks Messi’s debut in such a high-profile advertising slot in the U.S., potentially boosting his advertising presence globally. As for Super Bowl commercial costs, a 30-second spot on February 11 is estimated to be between $5 million and $10 million, while a 1-minute slot could cost around $14 million.