2026年世界杯营销启示 Lessons in sports marketing FIFA World Cup 2026

Lessonsin

sportsmarketing

FIFAWorldCup2026

Tableofcontents

Introtothe2026FIFAWorldCup&howbrandsgetinvolved3

What’sinthisreport&keytermstoknow6

Whatwelearnedaboutsoccerfanculture8

FIFAsponsors13

●ABInBev14

●Diageo31

●Unilever46

●Coca-Cola59Non-FIFAsponsors71

Takeaways111

The2026FIFAWorldCup

The2026FIFAWorldCupissettobethebiggesttournamentinthecompetition’shistory.Hostedacrossthreecountriesforthefirsttimeever—theUS,CanadaandMexico—thisyear’stournamentwillexpandacross48teamsand104matches.

ButtheWorldCupisaboutfarmorethansoccer.

It’samonth-longculturaleventthatbringstogetherbillionsoffansacrosssport,

entertainment,foodandsocialmedia.Forbrands,thatmakesitoneoftherare

momentswheremassreachandemotionalengagementcollideatatrulyglobal

scale.Andthesizeofthisyear'stournamentalsomeansevenmoreopportunitiesforbrandstogetinvolved.

Thebrandsthatshowupsuccessfullyatthesetypesofeventsareoftentheonesthatunderstandhowfanscelebrateandparticipate—findingauthenticwaysto

addtothatexperience.Andwe'veseenmanydifferentapproachesandplaysfrombrandsofallsizesthisyear!

Clutch™theBaldEaglefromtheUnited

States,Maple™theMoosefromCanada

andZayu™theJaguarfromMexico

MEETTHEMASCOTS

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Theroleofsportsmarketing

First,let’scovertherolesportsmarketingplaysinaneventliketheFIFAWorldCup.

Inaworldofendlessscrollingandskippedads,livesportsareoneofthefewplaceswherebrandsstillgetundividedattention.That’swhatmakessportsmarketingsopowerfulandsocompetitive—itholdsauniquepositionbecauseitbringstogethersomethingthat’sincreasinglyhardtofind:attention,emotion,cultureandscale,allatonce.

ATTENTION

Livesportsareoneofthelastremaining

experienceswherepeoplewatchinreal

time—whichmeansyouaren’tcompetingwithaskipbutton.Forbrandslookingto

makeabigimpression,that’sahugeadvantage.

CULTURE

Livesportsalsoofferadirectlineinto

culture.Biggameslikethisextendoffthefield.Theytakeovergroupchats,social

media,headlinesandmore.Thisiswherebrandscangotobecomepartofthe

conversation.

EMOTION

Duringlivegames,fansaren’tpassive,

they’reemotionallyinvested.Everycall,

everyplay,everywinandeverylosscarriesweight.Whenbrandsshowupintheright

way,thatemotioncantranslateintogreaterrecallandconnection.

SCALE

Sportsmarketingisnolongeraonechannelplay.Themosteffectivecampaignsdon’tstopatasingleTVspot.

Theyconnectacrosssocial,digital,influencers,partnerships,productsandexperientialactivations.

Thegameistheanchor,butabrand’simpactcanextendwellbeyond.

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Howbrandscangetinvolved

ThereareahugenumberofwaysbrandscangetinvolvedinmarketingforaneventliketheWorldCup.

Social&real-timemarketing

Someofthemosttalkedaboutsports

momentshappenonsocialmedia,inreal-time.

Quickthinkingandstrongcreativecangoa

longwayhere.

Sponsorships&partnerships

Sponsorshipswithleagues,teamsorevents

givebrandsconsistentexposureanddeeper

association.Buttherealvaluecomesfromhow

brandsactivatethepartnership.

Experientialactivations

Fromfanexperiencestopop-ups,live

activationsgivepeoplesomethingto

remember—andsomethingtoshare.These

momentscanturnpassivefansintoactive

participants.

Athlete&influencercollaborations

Athletesbringinbuilt-inaudiencesand

credibility.Butthepartnershiphastofeel

authentictowork.Thebestcollabsoftenfeel

likeanaturalextensionofboththeathlete’s

andbrand’sidentity.

Andthere’snoone-size-fits-allapproachthatdeterminessuccess,whichmeanswhetheryouhaveatieronesponsor-sizedbudgetorsomethingmoremodest,therearestillmanywaysbrandscanshowupandmakeanimpact.

In-game&digitaladvertising

TVspots,digitaladsandin-stadiumad

placementsoffermassivereachandvisibility.

It’sabiginvestment,butwhendonewellitcan

deliverbigonbrandawareness.

Limited-editionreleases

Typicallyreservedforofficialsponsors,limited

editionpackaging,flavors,scentsormerchcan

serveasacollectibleitemforfansandagreat

opportunityforsweepstakes.

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What’sinthisreport

ThisreportseekstohelpbrandslearnfromgreatexamplesofWorldCupmarketing.

Sincethe2026FIFAWorldCupishostedbytheUS,CanadaandMexico,wefocusedonactivationsthere,leveragingtheZappiplatformtotestnewadcampaignsandnewproductlaunches—primarilyinCPG

categories.

Whatwefoundwasreallyinteresting.Foracountrythathasn’thistoricallyembracedsoccer,theUSisveryexcitedaboutthiseventandbrandsareshowingupinabigwaytocapitalizeonthatexcitement.Wesawsomanylimited-timeproductsreleasedinthatmarket!

Overall,ourbiggesttakeawayisthattherearemanydifferentwaysforbrandstoshowupforaneventlike

this.FIFAsponsorshavethebiggestcampaignsacrossmultipledifferentbrandsandcountries,but

consumersdon’tcareoroftenevennoticeifabrandisanofficialFIFAsponsor.Individualteamsponsorshipscanmakeabigimpactintheirmarketstoo.Andevengeneralsoccertie-inswithnosponsorshipsgetpeopleexcited.

There’sclearlya“WorldCupeffect”inplacehere,whereanythingthatfeelsassociatedwiththeevent

catchespeople’sattention.Andthat’sgoodnewsfornon-sponsors.There’salwaysawaytotieyourbrandtoaculturalmoment!Ifitfitswithyourbrand,ofcourse.

First,we'llsharewhatoursurveyof2,000USviewersrevealedabouthowpeopleplantowatchbeforediggingintothecampaignsthemselvesandwhatwecanlearnfromthem.

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Keytermstoknowbeforeyouread

Beforewedivein,thereareafewZappimetricsweshoulddefine.

INNOVATIONADVERTISING

Brandimpact

Measuresanad'spotentialtobuildbrandequityandlong-termsales

impact,builtfromsignalsincludingbrandrecall,relevance,brand

distinctivenessandhowwelltheadmeetscategoryneeds.

Salesimpact

Measuresanad'spotentialtodriveshort-termsales,builtfromsignals

includingaddistinctiveness,emotionalresonance,brandrecall

andpurchaseintent.

Breakthroughpotential

Measureshowdistinctiveandadvantageousaproduct

feelscomparedtoothersinthecategory.

Foroccasion-specificproducts,thisscorealsoreflects

theculturalmomenttheproductistiedto.

Trialpotential

Measurespurchaselikelihood,testedwithoutaprice

foracleanreadonconceptstrength,andagainwiththeactualprice

shown.Theresultistwotrialpotentialmeasures—

pricedandunpriced.

Eachofthesemetricsarepercentilescores—whichtellsyouwherethescorefallsrelativetoanormativedatabase.Forads,that’sacountrynorm,forinnovation,it’sacategory-specificcountrynorm.Oklet’sdivein!

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Soccerfanculture

Keytakeaways:

●NearlytwothirdsofWorldCupviewersaren'tregularsoccerfans—theculturalmomentpullsinafarwidercrowdthanthesportalone,andtheopportunityforbrandsreflectsthat.

●Thematchisonlypartoftheexperience—food,drinkandsocializingmatterjustasmuch,givingbrandswelloutsidethesoccerworldanaturalentrypoint.

●Playerinfluenceispowerfulwithdevotedfansbutdropssharplyamongcasualviewers—howyou

positionyourathletemattersasmuchaswhoyousign.

●Productsandpackagingarepartofhowfans

participate—limitededitionsandshareableformatsgivethematangiblewaytofeelpartofthemoment.

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Formoresportsmarketingtakeaways,

downloadourSuperBowlreport.

GETTHEREPORT

9

TheWorldCupaudienceisbigger

andbroaderthanyoumightexpect

NearlytwothirdsofpeopleplanningtowatchtheWorldCup(64%)arecasualviewers,occasionalfansorpeoplewhodon'tfollowsocceratall.

Avidfans—thedevotedaudiencemostbrandspicture—compriseonly13%.

Thetournamentpullsinafarwidercrowdthanthesport

alonewouldandthey'reyoungerandmoremulticulturalthananyothermajorsportingeventintheUS.

45%of18-34year-oldsplantowatch

asmuchoftheWorldCupaspossible

—morethananyotheragegroup.

Datasource:Zappisurveyof2,000USrespondents,May2026

Who’swatchingtheWorldCup

TheWorldCupisaculturalandsocial

occasionbeforeit’sasportstournament

Whenaskedwhat'simportanttotheirWorldCupexperience,fansrankfoodanddrink(46%),timewithothers(45%)andtheoverall

atmosphere(41%)alongsidethematchitself(50%).

Formajorityofthefans,thewiderculturalandsocialoccasionisjustasimportantaswhathappensonthepitchandthat’sgoodnewsforbrandswelloutsidethesoccerworld.

Thegapistiny.Foodanddrink(46%)

mattersnearlyasmuchtofansasthe

matchitself(50%).

What’simportanttotheWorldCupexperience

Datasource:Zappisurveyof2,000USrespondents,May2026

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Playersdrivefandom,popiconsdrivereach

56%offanssayspecificplayersinfluencewhichteamsthey

support,andplayerassociationisoneofthetopdriversofWorldCupproductpurchaseintent.

Butplayerinfluencevariesalotbyengagement—only18%of

casualviewerssayplayersinfluencethemalot,comparedto53%ofavidfans.

Themosteffectiveplayer-ledcampaignsuseathletesasculturalfiguresfirstandsoccerplayerssecond,puttingthemalongsidemainstreamcelebritiestobroadentheirappealwellpastthe

devotedfan.

Playersinfluence53%of

avidfansbutonly18%

ofcasualviewers.

Datasource:Zappisurveyof2,000USrespondents,May2026

Howmuchplayersinfluencetheteamsfanssupport

Productsshouldbepartoftheexperience

Overhalfofviewerssaythey'relikelytopurchase

limited-editionWorldCupproducts,andthedriverstellusexactlywhatthey'rebuyinginto:exclusivity(34%),specialpackaging(30%)andproductsthatareeasytoshare

(30%).

Theygivefansatangiblewaytofeelpartofthemoment.

Thisgoesbeyondjustconsumption.ThebrandsthatearnaplaceintheWorldCupmomentaretheonesthatmakethemselvespartoftheritual.

52%ofviewersarelikelytobuya

limited-editionWorldCupproduct.

Datasource:Zappisurveyof2,000USrespondents,May2026

WhatmakesfanslikelytopurchaseWorldCupproducts

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ReadmoreaboutsoccerfancultureintheUSonourblog

READMORE

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WetookadeeplookatthecampaignsoffourmajorFIFAsponsors,andwhileeachoneisunique,therearesomekeysimilarities:

FIFAsponsors

●Everybrandownsaritualoracoreaspectoftheevent.

Eachbrandwelookedattieditscampaigntosome

specificaspectoftheoveralltournament,likethe

emotionaljourney,playfulrivalries,game-dayprep,etc.

●Eachadcampaignplaysaclearrole.Eachadcampaign

targetsaspecificaudienceorconveysaspecificmessage

aboutthebrand.OftenweseethattheFIFAsponsors

releasedsomeadsthatspeaktomorededicatedfansandsomethataremorebroadlyenjoyable.TheWorldCuphastwodistinctaudienceswatchingthesametournament,

andthebrandsthatspeaktobothtendtounlockthebiggestcommercialopportunity.

●Popculturecastingisprominentthroughout.Many(butnotall)FIFAsponsorsincorporatefamoussoccerplayersaswellasbroaderpopculturecelebritiesintheirads.Thatmatters

becauseinourdata,playerinfluenceislargelyadevotedfanthing—popculturefiguresaretheoneswhoreacheveryoneelse.

●Limited-timeproductsareearningtheirplace.

AlltheFIFAsponsorsreleasedlimited-timeFIFAproductsandweseethattheyareacorepartoftheexcitementaround

theevent.Thebestscoringaretheonesthatgivefans

somethingtobeapartof,andthatmapsdirectlytowhatfanstoldusthey'rebuyinginto.

ABInBev

Keylearnings:

●Whenbringingmultiplebrandsinthesamecategoryintoasportssponsorship,giveeachbrandaclearroleinthecampaignandanaspectoftheeventtoown.

●Bigsportingeventsareapowerfulopportunitytobuildonandreinforceexistingbrandplatformsor

associations.Stellareinforceditspremiumidentity,CoronareinforceditsroleinMexicanculture,etc.

●Distinctivebrandassets(DBAs)alwaysmatter

(Budweiser’siconicred,StellaArtois’chalice,MichelobULTRA’s“superior”languageandCorona’scrown

symbolismandMexicanidentity).

●Celebritiesworkbestwhentheyserveanad’sstoryanddon’tovershadowthebrand.DavidBeckhamandLionel

MessiworkforStellaArtoisandMichelobULTRAbecausetheyfitwiththestoryandletthebrandshine—evenifbothofthosecelebritiesareinotheradsthisseason.

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ABInBev:Owningthehabitualmoments

Sponsorshipstatus:OfficialBeerSponsor

Ownership:Habitualrituals

ThroughBudweiser,ABInBevhaspartneredwithFIFAsince1986astheOfficialBeerSponsor—a

long-standingrolethatalreadymakesthebrandfeellikepartofthetournament.Forthisyear’sFIFAWorldCup,thecompanyisdoublingdownonthatheritage.

Beerisalreadyasocial,habitualchoice.Insteadoftryingtochangebehavior,ABInBevisfocusingonshowingupforwhatfansarealreadydoing,whetherthat'spickingupdrinksbeforekickoffor

meetingat“thespot”tocelebratekeymomentstogether.

Toachievethis,thecompanyisshowingupinthreemainwaysacrossitsbrands:

1.Advertisingthatcentersonfansandsharedemotionratherthangameplay.

2.Limited-editionpackagingandapparelthattiesintothetournamentandgivesfanssomethingtangibletoconnectwith.

3.On-the-groundexperiences,suchasfanzonesandwatchparties,thatbringpeopletogetheroutsidethestadium.

Asitsflagship,Budweisersharesglobalbrandmessagingacrossallmarkets,CoronaspecificallytargetsMexicanaudiencesandMichelobULTRAtargetsUSandCanadianconsumers.

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ABInBev

Budweiser:

Flagshipglobalbrand

BudweiseristheemotionalandculturalanchorofABInBev’soverallFIFAWorldCupstrategyatthegloballevel.ItsroleinthecampaignistoembodythecoreemotionalspectacleoftheWorldCupeventandwhatitmeanstofansworldwide.

BudweiserhasthelongestrelationshipwithFIFA,firstpartneringwiththeorganizationin1986—sothisyearBudweiseriscelebrating40yearsastheOfficialBeerSponsoroftheFIFAWorldCup!

Theglobalplatformiscenteredaroundthephrase“LetItPour,”whichreferstothepouringof

beeraswellastheoutpouringofemotionpassionatesoccerfansexperienceduringaneventofthismagnitude.Thebrandsaystheplatform“captureshowthatpassionspillsbeyondthepitch–turningbars,homes,andcitiesintoasharedcelebrationover39days.Itshowshowtheworld

comestogether,andstrangersbecometeammatesastheycheerontheirteamwithaBudweiserorBudweiser0.0%inhand.”

Thebrand’sheroad,

“LetItPour,”

followstherippleeffectofWorldCupexcitementasfans

aroundtheworlddropwhatthey’redoingtogetreadyandcelebrateintheirownway.FeaturingcurrentandformerplayersErlingHaalandandJürgenKlopp,thespotmovesthroughpackedbars,stadiums,livelystreetsandmore,showingbeerliterallypouringastheenergyandemotionofthetournamentoverflowacrossdifferentculturesandcommunities.

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Budweiser:“LetItPour”

“LetItPour”isastrongadthatlandsinthetop20%ofUSadsinitsabilitytodrivesalesandthetop25%initsabilitytodrivelong-termbrandequity.

Butmostimportantly,thisadisallabouttheemotion.“LetItPour"aimstoreplicatethefeelingofagoal—thebuildupofanticipationandcelebrationafterward.Theadopensonatremblingpinttobuildthatanticipationratherthanacelebration.Thatopeningdeviceisdoingemotionalworkbeforeasinglewordisspokenanditactivatesthepre-goalanxietythateverysoccerfancarries.

Theadisbuilttoevokelove—anditisthedominantemotion(33%vs27%norm)—withpeoplefeelingitfromthefirstsecondweseeabottleofBudweiserslideacrossabar.Butthere'shumorinthere,too.Asthechaostakeshold—beerflyingupwardandfanslosingallcomposure—laughterbuildsthroughthebackhalfofthead.Theadportraystheideathatsoccerfandomcanbealittleover-the-topand

peoplefindthatfunnytowatch.

ButBudweiserspeaksthelanguageofdevotedsoccerfandom—everythingfromthetensionsatthe

startthroughtotheexcitementaroundscoringagoalandthecelebrationthatfollows.Thisiswhylovejumpsfrom33%to54%amongsoccerfans.Itstillworkswitheveryone,butit’sstrongestwithsoccer

fanssinceit’sspecifictosoccerfandom.

Finally,outofalltheABInBevadsweanalyzedintheUS,ithasthehighestbrandrecall(76%vs.70%

norm)—duetoitsprolificuseofthebrand’sspecificshadeofredandthefrequentshotsofthelogo,includingonBudweisercansandglassesofbeer!

81

77

Salesimpact

Brandimpact

54%

Norm27%

Overall

33%

Norm27%

Love

Soccerfans

76%

Norm70%

Unaidedbrandrecall

18

45%

34%

40%

42%

36%

31%

36%

24%

17%

Budweiser

StellaArtois

MichelobULTRA

Budweiser

StellaArtois

MichelobULTRA

Budweiser

StellaArtois

MichelobULTRA

Crispandrefreshing

Forpeoplelikeme

Rootedintradition

Abeerforeveryone

We’llgetintothespecificsoftheadsfromStellaArtoisandMichelobULTRAintheUS,

butit’simportanttocompareBudweisertothoseadsheretoshowwhatroleBudweiserisplayingintheABInBevWorldCupcampaign.

Budweiserleadson“crispandrefreshing,”“forpeoplelikeme”and“rootedintradition,”allqualitiesthatsignalthebrandisaccessible,builtforeveryoneandhasalonghistory—exactlywhatthisadwasdesignedtoconvey.

Whiletheotherbrandsarefocusedonconveyingotherattributes,Budweiserisleaningonitshistorytodemonstratethatitisthebeerofthepeople,andtheonetobeshared.

“Therefreshingbeershots(mademewantacoldone).”

“IlikeacrowdhavingfunwithBud."

“Ilovehowitmadepeoplehappyandcometogetherforfun."“ItmademefeellikecelebratingwithaBud.”

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StellaArtois:

Sophisticated&social

StellaArtoishasalwaysbeenaboutsophistication,slowerconsumptionandpremiumtaste—ideasthatcometolifeinitsiconicchalicelinedingold,itsfocusontheritualofpouringandthe“ATasteWorthMore”campaignlaunchedin2024withDavidBeckham.

TheseideasextendnaturallyintoABInBev’sWorldCupcampaign,whichpositionsStellaArtoisasthepremiumbeverageforsocialconsumptioninthebroaderportfolio.Thecompanysays

thatStellaArtois“isfocusingonwherethetrueroarofthegamelives–thepassionate,sharedenergyoffanswatchingtogether”andthat“momentsofgreatpassiondeservetobesavored.”

Itsherocampaign

“Celebrationft.DavidBeckham”

bringsthistolifebeautifullythroughvisuals,notspokendialogue.ItfeaturesDavidBeckhamwatchingamatchinacrowdedbar.Suddenly

thewholebareruptsinexcitement—inslowmotionwhileElvisPresley’s“Can’tHelpFallinginLove”plays—andbeerglassesarethrownintheair,spillingbrokenglassandbeereverywhere.Beckham,whileexcited,hasretainedcompletecontroloverhisStellaArtois(initsiconic

chalice)andtakesasip.Theadendson“ATasteWorthMore.”

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Thebrandisalso“transformingbarsintotheultimateviewingarenas,”launchinggiveawayswithavarietyofprizes—includinglimited-timebrandedmerchandiseanditemssignedbyDavidBeckham—andlimited-timeFIFApackagingonStellaArtoiscans.

StellaArtois:“Celebrationft.DavidBeckham”

Thisadisanexceptionalall-roundperformer,landinginthetop10%ofUSadsforitsabilitytodriveshort-termsalesandinthetop20%forlong-termbrandequity.

It’sadistinctiveadthatmakespeopleloveitandlaughduringit(Love:36%vs.27%norm,Laughter:12%vs.7%norm)anditdrivesstrongpurchaseuplift(39%vs22%norm).

Butmostimportantly,allthoseassociationsStellaArtoiswantstoconveyarecomingthrough.AudiencesagreethattheadconveysthatStellaArtoisis“greatforsocializing,”“highquality"andhas“greattaste”(57%each).

Theaddoesallofthisbyshowing,nottelling.TheiconicStellaArtoischalicecuesthebrand

immediately—whilealsoconveyingpremiumandsophisticationinthewaythechalicealways

does.AndthejuxtapositionofcelebratorychaosandBeckham’scoolcomposuretellsthestorythatStellaArtoisispremiumandnotworthspillingliketherestofthebeers.

BeckhamiswelllovedandanobviouschoicefortheWorldCupgivenhisglobalsoccer

credentials.Butotherbrandsarefeaturinghimforthesamereason.WhatseparatesStella’s

castingchoiceistheconsistentnarrativebehinditandthefactthatthebrand’sownDBAs—thechalice,thelogo,thetagline—ensureitnevergetslostbehindthecelebrity.

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84

Salesimpact

Brandimpact

12%

Norm7%

Love

36%

Norm27%

Laughter

57%

57%

57%

Greatforsocializing

Highquality

Greattaste

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Keytakeaway

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TheimportanceofDBAs

StellaArtoishasbeenusingDavidBeckhaminitsadvertisingforseveralyears—

butthebrandwaswisetorememberthatBeckhamisnotadistinctivebrandasset.

Heisconnectedtoanumberofotherbrandsthisseasonduetohisuniquepositionofbeingapopculturefigureaswellasaformersoccerplayer.

TheStellaArtoisbranddoesn’tgetlostinthisadthankstoitsotherDBAs(particularlyitsiconicchalice)andclearroleforthebrand.

Alwaysrememberthatunlessyou’vebeenexclusivelypartneringwithacelebrityfora

longtime,thatcelebrityisnotyourDBA.Youneedotherbrandcuestoensureyourbranddoesn’tgetlost.

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Pricedtrialpotential

Breakthroughpotential

60%

Norm49%

Distinctiveness

70%

Norm73%

Advantage

StellaArtois:

Limited-editioncans

StellaArtoishasalsoreleasedlimited-timeFIFAWorldCupcans.TheFIFAbrandingissubtleforthisone—thecansarethebrand’sstandardwhitecanswithredandgolddetail,butwiththe

additionofagoldFIFAlogowithawhiteFIFAWorldCuptrophyinthemiddle.

Thesecansscoreinlinewiththenormondistinctiveness—understandableconsideringthey

aren’ttoodifferentfromthebrand’soriginalcan.Buttheydostandoutfortheiradvantage(60%vs.49%norm).

Andtheproduct’strialpotentialishigh(89).Thepriceof$16.99forapackof12islowerthanwhatpeoplewouldexpectforapremiumproduct,andthatdrivesincreasedtrial.

Importantly,unlikesomeotherbrandswe’vefeaturedinthisreport,purchaseoftheseexactcansisn’ttheprimarygoalofthecampaign.DrivingpurchaseofanyStellaArtoisproduct,particularlyinbarsandrestaurants,ismoreofthefocus.Thesecanshelpdrivetheassociationsbetween

StellaArtoisandtheFIFAWorldCup,buttheyarejustonepieceoftheoverallcampaign.

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“Ilovethesleekandelegantdesignoftheslimcans.ThegoldaccentsmixedwiththeclassicStellabrandinglookincrediblypremium,makingitfeellikeahigh-endcollector'sitemforthetournament.”

MichelobULTRA:Athleticism&activelifestyles

MichelobULTRAisthemostathleticoftheABInBevbrands,anditplaysacriticalroleinABInBev’sUSandCanadaactivations.Thebrandhasspentyearsbuildinganidentityaroundactivelifestylesandbalancedliving,positioningitselfas“thesuperiorlightbeer.”ItsWorldCupcampaignextendstheseideasintowhat“superior”lookslikeinsoccer.

OnecriticalpieceofthecampaignistheSuperiorPlayeroftheMatchtrophy.Thisphysicaltrophy—completewithMichelobULTRAred,whiteandbluebrandingandtheredribboninthecenter—

willbeawardedtoonestandoutplayer(selectedbyfanvote)aftereachFIFAWorldCupmatchthisyear.Thiswillreinforcethe“superior”connectioneachmatch!

AndLionelMessiandChristianPulisicarethebrandambassadorsinthiscampaign.Messihasbeenthebrand’sambassadorsince2023—andasagloballyrecognizedandexceptionallyskilled

soccerplayer,hisroleinthiscampaignmakescompletesense.AmericansoccerplayerChristianPulisicaddsadditionalrelevancetotheUSaudience.

Plus,MichelobULTRAreleasedalimited-editionUSSoccerJerseyPackintheUS,inspiredbythewavyredstripeskitTeamUSAwillwearforhomegamesandpromotedbyChristianPulisic.Theadthatannouncestheproductsays,“Fromwhatweraiseontheflagpoletowhatweraiseinour

hand,we’veearnedthesestripes.Superiorisbrewedhere.”

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91

82

potential

potential

61%

Norm49%

Distinctiveness

71%

Norm73%

Advantage

PricedtrialBreakthrough

MichelobULTRA:Jerseypack

MichelobULTRA’sfullFIFAWorldCupUSpackagingmakeoverachieveshighscoresforbreakthroughandtrialpotential.

LikeStellaArtois,itdoesn’tstandoutassignificantlymoredistinctivethanthenorm,asitisultimatelythesamebeer.Butitdoesstandoutasmoreadvantageousthanthenorm—whichspeakstothestrengthoftheMichelobULTRAbrand.Peopleexpectittobebetterthanaveragebasedontheirexperienceswiththebrandinthepastandthe“superior”

branding.

AndpeoplelovetheAmericandesignandtheconnectiontotheWorldCup!

“TheAmericanflagstyletheywentwith.Lovethered,whiteandbluetheme.”“IlovehowitlooksliketheAmericanflag.”

“IlovethatithastheAmericanflagstripesandourlogoonit.”

“Iloveit!It'sveryAmerican.”

“Veryunusualpackagingreallymakesitstandout.”

“TheUSAteampromotionandtheFIFAWorldCupmakesitaveryexcitingtournament.”

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MichelobULTRA:

“TheSuperiorMatch”(US)

Thebrandalsoreleasedabig-budgetadintheUSfeaturingbothLionelMessiand