Michelob ULTRA is reaffirming its long-term commitment to the world’s most popular sport as the Official Beer Sponsor of the FIFA Club World Cup 2025, taking place in the United States from June 14 to July 13. 

As part of this sponsorship, Michelob ULTRA is bringing the excitement of the tournament to life through one-of-a-kind brand experiences, in-stadium and on-premise activations, tournament-inspired packaging at retail and brand-new creative featuring some of the game’s biggest stars, including Michelob ULTRA’s global ambassador Lionel Messi. 

“This summer Michelob ULTRA will continue our legacy of uniting beer and sports to create unforgettable moments of celebration for fans across the country,” said Ricardo Marques, Senior Vice President of Marketing for Michelob ULTRA. 

“We’re in the golden age of soccer in the United States, and Michelob ULTRA has the unique privilege of being in the hands of the sport’s most passionate fans during this summer’s FIFA Club World Cup and when the United States hosts the 2026 FIFA World Cup. 

“We have robust plans to leverage this incredible moment in sport by elevating the fan experience through this powerful partnership.”  

To help officially kick-off the tournament, Michelob ULTRA is revealing a brand-new ad, titled “Superior Hotel,” starring the brand’s global ambassador, soccer superstar, and FIFA Club World Cup participant, Lionel Messi. 

Starting this month, fans across the world will be able to watch Messi use his superior skills to navigate around obstacles in an effort to secure an ULTRA, because everyone knows friendly competition is more enjoyable when there’s Michelob ULTRA on the line.