US beer brand Michelob Ultra has expanded its partnership with the National Basketball Association (NBA). The partnership expansion will have the Anheuser-Busch InBev-owned brand become the Exclusive and Worldwide Beer Partner of the NBA, the Women’s National Basketball Association (WNBA), the NBA G League, the NBA 2K League, USA Basketball and the Basketball Africa League.
The expanded deal will see Michelob Ultra’s marketing rights extended across all NBA regions. The brand will also serve as the Presenting Partner for select NBA Global Games, while also having courtside presence via physical branding “on the baseline apron” at WNBA games.
Michelob Ultra is also set to serve as a Partner for all of the league’s major events, while also continuing on as the Official Beer Partner for the 25 teams in the NBA.
Kyle Norrington, Chief Commercial Officer at Anheuser-Busch, commented:
“Expanding on our partnership will allow us to tap even further into our existing fan base and reach more basketball fans as we take it to the global stage.“
Kerry Tatlock, Executive Vice President of Global Marketing Partnerships and Media, NBA, said:
“We are thrilled to build upon our 25-year relationship with Anheuser-Busch and welcome Michelob Ultra as the NBA’s first-ever global beer partner. Michelob Ultra has shown a passionate dedication to creating new, differentiated experiences for our fans, and we look forward to working with Ultra to engage with our fans all around the world and bring them closer to their favourite game.“
Anheuser-Busch InBev has been a partner of the NBA since 1998, while Michelob Ultra has been the NBA’s Official Beer Partner since 2020.