In the middle 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 revealed a global expansion of their sponsorship that will establish Michelob Ultra as the official and exclusive beer partner of the nbathe Women’s National Basketball Association (WNBA), the nba g leaguethe NBA 2K League, US Basketballand the Basketball African 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 innovativeMichelob 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.