Budweiser Out, Michelob Ultra In At The NBA

The “King of Beers” has been dethroned at the National Basketball Association by a hot young sibling, a move that reflects the fortunes of both brands…

Here’s the deal…

On July 23, Anheuser-Busch announced that Michelob ULTRA was toasting the upcoming men’s professional basketball season as the NEW “Official Beer Partner of the NBA.” The multi-year agreement marks a transition of sorts for the world’s largest brewing company.

Michelob is replacing another AB InBev beer brand Budweiser, whose deal with the league, which was worth around $22.5 million per year, recently expired, according to InsideSport.

Budweiser had been the NBA’s beer partner since 2011 and over the year’s it’s once unassailable dominance has faltered. While Michelob ULTRA’s low-crab, low calorie, healthier lifestyle appeal has grown exponentially.

And while most craft beer fans might dismiss both brands, it’s not accidental the more craft breweries than ever before are offering lower calorie offerings, a reflection of the growing number of beer fans now choosing a healthier lifestyle and beverages like Michelob ULTRA that support it.

Launched in 2002, Michelob ULTRA remains relative newcomer to Anheuser-Busch’s suite of light lagers, but its growth has been as Vinepair describes “fast and furious.” The uber-hot brand now accounts for 10 percent of Anheuser-Busch’s U.S. business and its new alignment with the NBA marks its ascension in the Big Beer pantheon.

Michelob is tipping off its partnership with the league during the resumption of the 2019-20 season in Orlando, Florida with the introduction of ‘Michelob Ultra Courtside’, a digital experience that allows fans forced to watch at home thanks to COVID-19, to appear virtually inside the basketball arena at ESPN’s Wide World of Sports Complex.

While fans can’t physically attend games in Orlando due to social distancing protocols, “Michelob ULTRA Courtside” will give fans special access to games throughout the season.

“Combining athleticism with enjoyment is what defines Michelob ULTRA, and that’s why we are incredibly honored to partner with the NBA and celebrate this historic return of basketball,” said Ricardo Marques, Vice President of Michelob ULTRA.  “Michelob ULTRA Courtside is a truly groundbreaking virtual fan experience that will not only bring the energy of the fans to the game, but also bring the athletes closer to the fans.”

Fans can visit www.ultracourtside.com and follow Michelob ULTRA’s social channels for details on how to win access as well as additional exclusive giveaways and experiences.

So when the 2019-20 NBA season resumes on Thursday July 30 Michelob ULTRA is now the player to watch.

Budweiser, however, will be sitting out the season and unless its sales in the US turn around, probably will forever.