Michelob Ultra Grabs Attention of Soccer Fans
As the official beer sponsor of FIFA World Cup 2026, Michelob Ultra has debuted new packaging that is currently rolling out to retail.
In mid-March, Anheuser-Busch’s light beer brand — known for its active-lifestyle positioning — launched a U.S. Soccer Jersey Pack. The design is inspired by the jersey kit to be worn by the United States Men’s National Team (USMNT) during the tournament this summer.
The new packaging and aluminum bottles replicate the American flag’s red and white stripes in a complete redesign of Michelob Ultra’s signature look. According to the company, the look is intentionally eye-catching and aims to resonate with U.S. soccer fans and drive impulse purchases for celebration occasions throughout the tournament.
The limited-edition packs began rolling out on the West Coast and will continue rolling out to retail locations nationwide through April, while supplies last. This effort complements a broader tournament lineup, including 12-ounce cans featuring the USMNT crest, as well as 12-ounce cans and bottles sporting the FIFA World Cup 2026 logo.
Fans got their first look of the new product design on YouTube via a clip featuring U.S. Men’s National Soccer star and Team Ultra partner Christian Pulisic.
"The return of the FIFA World Cup 2026 to the U.S. marks a defining moment for American soccer, and Michelob ULTRA is honored to be at the heart of it," Ricardo Marques, senior vice president of marketing for Michelob Ultra, said in a media release. "We’re celebrating the U.S. Men’s National Team, igniting fandom nationwide and kicking things off with the U.S. Soccer Jersey Pack as a symbol of pride, passion and belief."
In addition to new packaging, the brand is continuing its support of U.S. soccer by creating "superior access" opportunities that allow fans to enter for a chance to win tickets to a FIFA World Cup 2026 match by scanning any USMNT crest on Michelob Ultra advertising and packaging. Supporting the effort, billboards in key markets will feature a creative where Michelob Ultra’s red ribbon blends into the soccer logo. Fans can scan any U.S. soccer crest or visit Michelob ULTRA Part Of The Game and enter for a chance to win.
Anheuser-Busch’s Nutrl Vodka Seltzer and Stella Artois are also sponsors of this year’s event, which runs from June 11 through July 19. Watch parties, drink specials and limited-edition merchandise will highlight Nutrl’s efforts, while Stella Artois leverages its "Taste Worth More" platform.
"As the FIFA World Cup returns to North America for the first time in over 30 years, Anheuser‑Busch, our brands, our people, and our entire network are prepared to meet this moment with massive investments and plans that engage and delight fans at every touchpoint," Kyle Norrington, A-B’s chief commercial officer, said in the release. "Our brands will be an essential part of the broadcast and the match atmosphere — in stadiums, in bars and at‑home watch parties."
Other efforts will include in-stadium activations, on‑premise integrations and creative featuring some of the sport’s biggest stars. Notably, the nonalcoholic Michelob Ultra Zero will also be featured across this year’s World Cup marketing efforts including broadcast integrations and trade programming.
