Marques said the brewer’s Olympic activations would run across every lever, from out-of-home to social, commerce, and TV.
“With all eyes on the world’s top athletes this February, Michelob Ultra is uniquely positioned to connect with fans and be part of the conversation as a superior light beer that lives at the intersection of sports and social occasions,” he added.
In September 2025, Michelob Ultra became the top-selling beer in the U.S. , two years after its parent company’s Bud Light brand lost the title following a consumer backlash.
The brand has received bountiful marketing spend under the leadership of ABInBev global CMO Marcel Marcondes, as part of a strategy that funnels investment into a select portfolio of “megabrands,” also including Budweiser, Corona, and Stella Artois.
Combined with Michelob Ultra, these names represent around 57% of the brewer’s revenue and account for 8 of the top 10 most valuable beer brands in the world, per Kantar.
AB InBev’s U.S. arm, Anheuser-Busch, is one of the biggest advertisers in this year’s Super Bowl, with 2.5 minutes of commercial space lined up for Michelob Ultra, Bud Light, and Budweiser.
