AB InBev is taking the next step in its sports marketing strategy by having Michelob Ultra become the first global beer partner for the NBA.
Following AB InBev’s ongoing Bud Light controversy, the move to have Michelob Ultra become the first global beer partner for the NBA, the WNBA, NBA G League, NBA 2k League, USA Basketball, and Basketball Africa League, pushes to shift the spotlight to the other drinks in its portfolio.
Michelob Ultra will now expand its marketing reach from the U.S., Canada, and Brazil to a global audience, taking on the role of presenting partner for select NBA Global Games.
“Michelob Ultra has shown a passioned dedication to bringing new, differentiated experiences to our fans and we look forward to working with ULTRA to engage with our fans all around the world and bring them closer to their favorite game,” said Kerry Tatlock, the NBA executive vice president of global marketing partnerships and media, in an official statement.
(Source: Michelob Ultra)
AB InBev’s expansion of its existing partnership with the NBA follows last year’s announcement that it would no longer be the only alcoholic beverage company to advertise during the Super Bowl, a privileged position it held for 33 years.
Michelob Ultra’s first campaign for the sports league will air during the 2023 NBA finals on YouTube TV and will be a commercial featuring the American basketball player Jimmy Butler.
