Beers and Bicycle Kicks: Lionel Messi Inks Deal With AB InBev’s Michelob Ultra

(Photo: Michelob Ultra)

AB InBev — the international beer giant behind Bud Light, Modelo, Corona and Stella Artois — is teaming up with one of the world’s most famous athletes ahead of the 2024 football season.

Celebrating another year as the Global Beer Sponsor of Copa América USA 2024, Michelob Ultra has named Lionel Messi as arguably its most prolific brand sponsor to date. The partnership will be commemorated with a series of fan-centric special activations, in-stadium signage and a Superior Player of the Match trophy.

“I am so proud to join Michelob Ultra for its activations at CONMEBOL Copa América USA 2024, such an electrifying moment for our sport,” said Messi in a press release.

“I look forward to the energy the United States fans will bring to the competition and the memorable experiences and atmosphere Michelob Ultra will help create for football teams, players and fans alike.”

Messi is the latest in a long line of athletes recruited for Michelob’s sports-centric marketing blitz. The brand’s 60-second Super Bowl LVII ad spot, “Happy,” featured the likes of Serena Williams, Anthony Davis, Peyton Manning, Brooks Koepka, Jimmy Butler and Alex Morgan celebrating victory with beers in hand.

(Photo: MM Winemakers)

Messi himself is no stranger to the occasional alcohol partnership. At the end of November, the football superstar teamed up with MM Winemaker for a range of Italian wines featuring his likeness. Brand names included Lionel Platinum, Lionel Diamond and, of course, Lionel GOAT.

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