Michelob Ultra, the fastest growing beer brand in the US, has joined forces with a Championship Formula 1 team. And given that Formula 1 cars are the fastest regulated road-course racing cars in the world, this alliance makes a lot of sense.

Here’s the deal…

On January 6, Michelob Ultra beer announced that it was joining the world of Formula 1 as it partners withWilliams Racing for the 2023 US season. Williams Racing is one of the most successful teams in Formula 1 history with 16 FIA Formula One World Championship titles since its foundation in 1977.

One of the things that make F1 races so exciting, is that they take place on city streets rather than on the more traditional tracks. This is street racing at its very best with the world’s fastest cars.

Formula 1 is also one of the fastest-growing sports in the US, with more than 27 million fans, growing nearly 60% since 2021, according to Nielsen, so this partnership is a big deal.

As part of this new alliance,  Michelob Ultra will provide 21+ beer and racing fans with premier experiences across all North American Grand Prix – Miami, Montreal, Austin and Las Vegas – and feature Williams Racing and their drivers Alex Albon and Florida-native Logan Sargeant in digital and in-person appearances.

Michelob Ultra will be featured on the Williams Racing FW45 race cars and, at the North American Grands Prix, on the drivers’ race suits…again from an Anheuser-Busch marketing perspective, also a big deal.

“Formula 1 has an incredibly passionate fan base and continues to attract an influx of new fans, especially in the United States,” said Matt Davis, Head of U.S. Sports Marketing and Sponsorships for Anheuser-Busch.

 “We’re constantly evaluating ways to reach new fans and deliver world-class experiences in authentic, innovative and creative ways; this partnership with Williams Racing demonstrates the shared commitment of Anheuser-Busch and Williams Racing to grow the love of Formula 1 for fans around the country.”

Michelob ULTRA and Williams Racing also share a commitment to educating and encouraging fans to drink responsibly. Anheuser-Busch and its wholesaler partners have invested more than $1 billion in responsible drinking initiatives to prevent underage drinking, impaired driving, and other harmful use of alcohol.

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