In the midst of the AB InBev controversy and a boycott involving Bud Light in the United States, the world’s leading beer company, along with the National Basketball Association (NBA), has made a significant announcement . They have unveiled a global expansion of their sponsorship that will establish Michelob Ultra as the official and exclusive beer partner of the NBA, the Women’s National Basketball Association (WNBA), the NBA G League, the NBA 2K League, USA Basketball, and the Basketball Africa League. This partnership aims to bring joyful experiences to basketball fans around the world.
Despite the challenges faced by AB InBev and the ongoing controversy surrounding Bud Light, the company has decided to focus its efforts on strengthening its relationship with the NBA. This strategic move demonstrates AB InBev’s commitment to building platforms that connect beer consumption occasions and consumer passions with its brands.
The expansion of the partnership will allow Michelob Ultra to have a prominent presence within the NBA community on a global scale. With the NBA’s widespread popularity and global reach, Michelob Ultra seeks to engage with basketball enthusiasts worldwide and create memorable moments of joy and celebration.
This collaboration builds upon the already established 25-year relationship between AB InBev and the NBA. Since 1998, the partnership has been dedicated to engaging the NBA’s global fan base throughout the year, making it one of the longest-lasting associations in the league’s history. Notably, Michelob Ultra became the official beer partner of the NBA in 2020 during the NBA’s restart in Orlando, Florida, with its innovative “Michelob Ultra Courtside” digital experience, which allowed fans to virtually experience the excitement of the games during a time when in-person attendance was limited.
As part of the global expansion announcement, Michelob Ultra plans to broadcast a commercial featuring Jimmy Butler, a highly regarded six-time All-Star from the Miami Heat. This commercial, which encourages fans to enjoy the game, will be aired during the highly anticipated 2023 NBA Finals presented by YouTube TV. The finals, starting on June 1st, will captivate audiences and serve as a prime opportunity to showcase Michelob Ultra’s commitment to bringing joy and excitement to basketball enthusiasts worldwide.
“Our long-standing relationship with the NBA is key to our strategy of building platforms that connect beer consumption occasions and consumer passions with our brands,” said Fabio Baracho Martinelli, Global Vice President of Connections and Occasions at AB InBev.
“Expanding our collaboration globally allows us to connect with even more basketball fans and bring them together for significant moments of joy and celebration, creating a future filled with toasts.”
“Michelob Ultra started our journey with the NBA in unprecedented times, and we have continued to work and evolve together to fulfill our shared commitment of creating joyful experiences for adult basketball fans,” said Kyle Norrington, Chief Commercial Officer of Anheuser-Busch.
“Expanding our partnership will allow us to further reach our existing fan base and connect with more basketball fans by taking it to the global stage.”
The key elements of the global agreement include:
- Global Expansion: Michelob Ultra’s global marketing rights with the NBA, previously limited to the United States, Canada, and Brazil, have now expanded to all global territories of the league. The beer brand will serve as a presenting partner in select NBA Global Games, and the global expansion will also mark Michelob Ultra’s partnership with the Basketball Africa League (BAL), starting from its fourth season in 2024.
- Enhanced Presence in Ultra Courtside: Starting from the 2023 NBA Finals, Michelob Ultra will have an expanded on-court presence through a unique physical branding on the baseline apron, visible during nationally televised games in the NBA, WNBA, NBA Global Games, NBA 2K24 Summer League, and USA Basketball.
- Renewed Commitment to the WNBA: Michelob Ultra will continue its commitment to increasing the visibility of women’s sports by being a partner in all major WNBA events.
- A Team Player: Michelob Ultra will remain the official beer partner of 25 out of 30 NBA teams, allowing the brand to connect with fans across the United States and the Eastern and Western Conference teams. Additionally, Michelob Ultra Courtside viewing areas will be offered at major league events, including the NBA All-Star, NBA 2K24 Summer League, and the NBA Draft presented by State Farm.
To celebrate the global expansion, Michelob Ultra will air a commercial featuring Jimmy Butler, six-time All-Star of the Miami Heat, reminding fans that it’s only worth it if you enjoy it. The advertisement will be broadcast during the 2023 NBA Finals presented by YouTube TV, which begins on Thursday, June 1, at 8:30 p.m. ET on ABC.
