Michelob Ultra Replacing Budweiser As NBA's Official Beer

A-B InBev’s Michelob Ultra brand is replacing Budweiser as the NBA’s official beer partner. A-B has been a long-term partner of the NBA with Budweiser and Bud Light being the lead NBA brands for more than two decades. The new multiyear deal with A-B’s Ultra brand begins with the league’s restart on July 30. It features the beer as the presenting partner of the NBA digital fan experience in Orlando called Michelob Ultra Courtside, which will allow fans to appear virtually inside the arena during nationally televised games. Michelob Ultra also will release a new TV spot featuring Heat F Jimmy Butler. No agencies were involved in the deal. Aligning Michelob Ultra with the NBA represents a repositioning for the beer brand, which has long been aligned with participatory sports, like cycling and golf. Budweiser will continue to be the lead A-B brand for the WNBA.