Michelob ULTRA is reaffirming its long-term commitment to the world’s most popular sport as the Official Beer Sponsor of the FIFA Club World Cup 2025, taking place in the United States from June 15 to July 13.

As part of this sponsorship, Michelob ULTRA is bringing the excitement of the tournament to life through one-of-a-kind brand experiences, in-stadium and on-premise activations, tournament-inspired packaging at retail and brand-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,” said Ricardo Marques, senior vice president of marketing for Michelob ULTRA, in a statement. “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.”

To help officially kick-off the tournament, Michelob ULTRA is revealing a brand-new ad, titled “Superior Hotel,” starring Messi. Starting this month, consumers across the world will be able to watch Messi use his superior skills to navigate around obstacles in an effort to secure an ULTRA, because everyone knows friendly competition is more enjoyable when there's Michelob ULTRA on the line. 

Michelob ULTRA’s campaign also will include limited-edition packaging, aluminum bottle and can designs that celebrate a summer of sporting competition, star-studded out-of-home featuring top players and assets in-stadium, at retail and on-premise in support of the tournament.

The brand’s newest innovation, Michelob ULTRA Zero, also will 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 United States 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 proudly features Lionel Messi as a global brand ambassador.