Today Michelob Ultra was named the Official Partner of the Confederation of North, Central America, and Caribbean Association Football (Concacaf) Club Competitions and Major League Soccer (MLS).
The major, multi-year, international agreement with AB InBev includes Concacaf premier club competitions, the Concacaf Champions Cup and the Concacaf W Champions Cup. It also includes all matches across the MLS regular season including the All-Star and MLS Cup, and Campeones Cup.
“Our partnership with Concacaf and MLS is another example of how we are connecting our megabrands, like Michelob Ultra, to mega-platforms like Concacaf and MLS to help create more moments of cheers and celebration for fans,” said Marcel Marcondes, AB InBev Global Chief Marketing Officer.
The agreement makes Michelob Ultra:
- The Global Official Beer of Concacaf Champions Cup and Concacaf W Champions Cup
- The Official Beer Sponsor of MLS
- The Title sponsor of the Michelob Ultra Campeones Cup, the annual trophy contested between the reigning champions of MLS and the reigning champions of LIGA MX, Mexico’s professional soccer league
- The Title sponsor of the Michelob Ultra Superior Player of the Match for all MLS competitions, the Michelob Ultra Player of the Match for all Concacaf Champions Cup and Concacaf W Champions Cup matches, as well as the Michelob Ultra Superior Player of the Match for the Michelob Ultra Campeones Cup
The partnership with MLS features an extensive series of activations for Michelob Ultra throughout each season, including on-site presence at the league’s events, broadcast integrations, and custom social and digital content. For Concacaf, the partnership is highlighted by programs that will provide unique access at its premier club competitions, Concacaf Champions Cup and Concacaf W Champions Cup.
“We are very pleased to welcome Michelob Ultra as the Official Beer Partner of the Concacaf Champions Cup and the Concacaf W Champions Cup – our annual men’s and women’s club competitions that showcase the very best club teams across North America, Central America and the Caribbean,” said Concacaf General Secretary, Philippe Moggio. “This is a period of unprecedented growth for the sport in Concacaf and we know that the team at AB InBev will provide tremendous support in elevating these important competitions, which crown our regional men’s and women’s club champions, and serve as the qualification path to FIFA Club World Cups."
Through this agreement, Michelob Ultra will leverage “Michelob Ultra Pitchside,” a digital platform where fans can enter for a chance to win prizes including tickets and VIP experiences. These prizes will cover matches across MLS, Concacaf Champions Cup, Concacaf W Champions Cup, and the Michelob Ultra Campeones Cup, and is a continuation of Michelob Ultra’s “Superior Access” program.
"We are proud to welcome Michelob Ultra as a Global Partner across MLS and Concacaf,” said Gary Stevenson, MLS Deputy Commissioner and President of Soccer United Marketing. “We are in a period of unlimited opportunity for soccer, with the next few years set to bring unparalleled growth. We look forward to collaborating with Michelob Ultra to develop a variety of programs and activations to bring fans even closer to the game."
