LAP OF LEGENDS

Michelob ULTRA’s platform “It’s Only Worth It If You Enjoy It” has long driven cultural relevance in sports.

To keep momentum, the brand entered the world of F1 with Lap of Legends, a one-hour TV special aired on BBC, AMC, Roku, and Amazon Prime.

Williams Racing’s Logan Sargeant faced off against AR and AI avatars of legendary drivers, celebrating the joy at the heart of racing. By blending real and virtual worlds, ULTRA didn’t just join the sport, it changed the way fans could experience it.

Aired in 31 countries. $20+million of earned media. 4.5+ Billion impressions.

Lap of Legends is a first-of-its-kind race that reinvented the world’s fastest sport.
A true piece of entertainment. Consolidating Michelob ULTRA as a beer brand that’s also a sports entertainment brand.

Broadcast Globally in 3 Networks: BBC, AMC and ROKU
Which resulted in unparalleled media exposure; - a new way to think about ROI.

To keep reinforcing Michelob ULTRA’s brand purpose to millions of people around the world:
It’s Only Worth It If You Enjoy It.

ALEX MORGAN RETIREMENT SOCIAL POST

Michelob ULTRA, the no. 1 fastest-growing beer brand* and official global beer sponsor of the NBA, bottled up that winning feeling with the debut of its 2025 NBA Championship Michelob ULTRA Bottle – a one-of-a-kind artistic collaboration with renowned artist and designer Victor Solomon. In celebration of the NBA Finals, Michelob ULTRA and Solomon produced a limited quantity of bottles and designs that were gifted to legendary NBA teams of the past along with the 2025 NBA Champions: Oklahoma City Thunder. 

During Game One of the 2025 NBA Championships, Michelob ULTRA unveilved the 2025 bottle design through a :60 film that honors the teams who have shaped the league through their pursuit of greatness. Interspersed with glimpses of the making of Solomon’s bottle design, “Legacy” is a retrospective look at iconic NBA moments from the 1980s Los Angeles Lakers, 1990s Chicago Bulls, the 2000s era San Antonio Spurs and the Golden State Warriors from the 2010s. Each of these legendary franchises were be gifted a premium version of the 2025 NBA Championship Michelob ULTRA Bottle that includes a gradient sleeve that nods to a carved backboard and plays host to a removable, wearable gold half-sphere basketball pendant made from gold used in the creation of NBA trophies and encrusted with 25 diamonds. 

To cap off the NBA Finals, ULTRA unveiled its “Superior” TVC, honoring the 2025 NBA Champions. The TVC illustrated the parallels between the championship team's 2025 journey and how the 2025 NBA Championship Michelob ULTRA Bottle was forged. Highlights from the season were woven alongside clips from Solomon’s design process, culminating with the crowning of the bottle and of the new NBA champions.