Michelob Ultra has been named the Official Beer Sponsor of the FIFA Club World Cup 2025, taking place in the U.S. from June 15 to July 13. As part of this sponsorship, Michelob Ultra has announced tournament-inspired packaging at retail, along with brand experiences, in-stadium and on-premise activations and new creative featuring some of the game’s biggest stars, including Michelob Ultra’s global ambassador Lionel Messi.
“This summer Michelob Ultra will continue our legacy of uniting beer and sports to create unforgettable moments of celebration for fans across the country,” says Ricardo Marques, SVP of Marketing for Michelob ULTRA. “We’re in the golden age of soccer in the United States, and Michelob Ultra has the unique privilege of being in the hands of the sport’s most passionate fans during this summer’s FIFA Club World Cup and when the United States hosts the 2026 FIFA World Cup. We have robust plans to leverage this incredible moment in sport by elevating the fan experience through this powerful partnership.”
Michelob ULTRA’s campaign will include limited-edition packaging: aluminum bottle and can designs that celebrate a summer of sporting competition, featuring top players and assets in-stadium, at retail and on-premise in support of the tournament.
At the tournament’s twelve host stadiums, fans will be able to visit Michelob Ultra beer gardens. The brand’s newest innovation, Michelob Ultra Zero, will also share the spotlight with in-broadcast integrations, on-premise at bars and restaurants across the country and a presence in-stadium.
Michelob Ultra’s support of FIFA Club World Cup is a continuation of the brand’s commitment to soccer in the U.S. and around the globe, with its long-term sponsorship spanning all major international tournaments in the U.S. over the next four years, including the FIFA World Cup 2026 and the Olympic Games LA 2028. Through its portfolio of brands, Anheuser-Busch also supports the U.S. Men’s and Women’s National Teams, the Mexico Men’s and Women’s National Teams and features Lionel Messi as a global brand ambassador.
