# Interactive Soccer Campaign Michelob ULTRA Has Announced Its Largest Summer Initiative to Date By Kalin Ned | Published 2024-06-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/michelob-ultra1 References: [prnewswire](https://www.prnewswire.com/news-releases/michelob-ultra-kicks-off-the-summer-of-team-usa-with-biggest-summer-program-in-brands-history-starting-with-conmebol-copa-america-usa-2024-302175559.html)  [Michelob ULTRA](https://www.trendhunter.com/trends/fifa-club-world-cup) builds its latest campaign around the CONMEBOL Copa América [USA](https://www.trendhunter.com/trends/international-traveler) 2024™ soccer tournament. As the Official Global Beer Sponsor, Michelob ULTRA plans to engage fans in all 14 U.S. host cities with unique experiences and high-profile collaborations. The brand aims to leverage this international event to strengthen its connection with sports enthusiasts and reinforce its identity as a beer for active lifestyles. Michelob ULTRA's campaign is dubbed Summer of Team USA. The planned activations at each match include zones with [soccer-themed games](https://www.trendhunter.com/trends/henkel-house), live music, and exclusive merchandise. Michelob ULTRA will also air a television commercial that celebrates moments of enjoyment and highlights the intersection of an active and social life. Additionally, the brand will offer 21+ fans chances to win various prizes through the ULTRA Pitchside platform, including match hospitality packages and gear signed by Lionel Messi. Image Credit: Michelob ULTRA ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 74% | Activity: 83% | Freshness: 25% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Interactive Sports Campaigns:** Sports brands are increasingly creating interactive campaigns to engage fans at live events, providing unique experiences and high-profile collaborations. - **Active Lifestyle Marketing:** Companies are focusing on promoting active lifestyles by associating their products with sports and physical activities in their advertisements. - **Experiential Fan Engagement:** Brands are enhancing fan experiences with exclusive, on-site activities and merchandise during major sporting events. ### Industries Being Reshaped - **Alcoholic Beverages:** The alcoholic beverage industry is leveraging large-scale sports sponsorships to appeal to active and social consumers. - **Sports Marketing:** Sports marketing is evolving with immersive, fan-focused campaigns that connect enthusiasts to brands in engaging and memorable ways. - **Event Promotion:** Event promotion firms are creating robust, interactive campaigns that incorporate games, music, and celebrity endorsements to drive attendance and excitement. ## Related on Trend Hunter - [Football Icon-Backed Ads](https://www.trendhunter.com/trends/fifa-club-world-cup.md) - [Exclusive Olympic Beer Sponsors](https://www.trendhunter.com/trends/michelob-ultras.md) - [Beer Brand Campaigns](https://www.trendhunter.com/trends/cheers-to-bars.md) - [Super-Fan Tequila Campaigns](https://www.trendhunter.com/trends/chief-soccer-officer.md) - [Empowering Soccer-Inspired Beverage Campaigns](https://www.trendhunter.com/trends/made-for-this1.md) - [Fan-Centered Soccer Sweepstakes](https://www.trendhunter.com/trends/grita-gol-sweepstakes.md) - [Tequila-Branded Tournament Activations](https://www.trendhunter.com/trends/casamigos-club-house.md) - [Sleek Trophy Designs](https://www.trendhunter.com/trends/mvp-trophy.md) - [Celebratory Soccer QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-2026-fifa-world-cup.md)