Overview

• Lionel Messi, the Inter Miami star and global soccer icon, will appear in his first Super Bowl ad for Michelob Ultra.
• The ad is part of Michelob Ultra's significant investment in soccer and follows the brand being revealed as the global beer sponsor of this summer's Copa America.
• Michelob Ultra is also expected to partner with the men's World Cup when it comes to the U.S., Canada, and Mexico in 2026.
• Messi's advertising reach is massive, with partnerships with brands such as Adidas, Gatorade, Hard Rock International, Royal Caribbean, and Apple TV.
• Anheuser-Busch, Michelob Ultra's parent company, routinely spends millions on Super Bowl ads, with last year's game bringing an asking price of as much as $7 million for a 30-second spot.