Core Insights - AB InBev has formed a multi-year partnership with Concacaf and Major League Soccer (MLS), positioning Michelob Ultra as the Official Beer Sponsor for key competitions and events [15][16]. Partnership Details - The partnership includes extensive activations for Michelob Ultra throughout the MLS season, featuring on-site presence at major events like the MLS Cup and All-Star Game, along with digital content and broadcast integrations [2][5]. - Michelob Ultra will leverage a digital platform called "Michelob Ultra Pitchside" to engage fans with opportunities to win prizes, including tickets and VIP experiences for various matches [4][12]. Strategic Importance - This partnership is seen as a significant opportunity for growth in soccer within North America, coinciding with major upcoming events such as the CONMEBOL Copa America USA 2024 and FIFA World Cup 2026 [6][5]. - The agreement aims to enhance the visibility and support for the Concacaf Champions Cup and Concacaf W Champions Cup, which are crucial for crowning regional club champions and serve as pathways to FIFA Club World Cups [3][12]. Sponsorship Roles - Michelob Ultra is designated as the Global Official Beer of the Concacaf Champions Cup and W Champions Cup, the Official Beer Sponsor of MLS, and the Title Sponsor of the Michelob Ultra Campeones Cup [13][14].
Michelob Ultra Becomes the Official Partner of Concacaf's Top Club Competitions and Major League Soccer