Michelob Ultra named official beer of the NBA

Michelob Ultra is helping sports fans welcome the return of the NBA.

The company announced a multiyear partnership with the organization, making it the official beer partner of the NBA.

To kick off this partnership, the two are debuting the Michelob Ultra Courtside experience, which allows fans to virtually appear inside the arena and share in the excitement of the game.

“Combining athleticism with enjoyment is what defines Michelob Ultra, and that’s why we are incredibly honored to partner with the NBA and celebrate this historic return of basketball,” Ricardo Marques, vice president of Michelob Ultra, said. “Michelob Ultra Courtside is a truly groundbreaking virtual fan experience that will not only bring the energy of the fans to the game, but also bring the athletes closer to the fans.”

In addition, the company is debuting a new TV spot that stars five-time NBA All-Star Jimmy Butler of the Miami Heat celebrating the joy of professional basketball’s return.

“While singing in Ultra’s new commercial was fun and showed a more joyful side of me, I must admit that I’m excited to bring that same spirit back to my day job,” Butler said. “I look forward to returning to the court and am elated for the opportunity to virtually reconnect with NBA fans. It is their energy that brings the excitement to the game and makes it all worthwhile.”

Although spectators cannot attend games due to social distancing protocols in the wake of the COVID-19 pandemic, basketball fans will be able to obtain special access to games via Michelob Ultra Courtside, the companies said.

“As we prepare for the NBA Restart in Orlando, we are thrilled to expand our longstanding partnership with Anheuser-Busch and welcome Michelob Ultra as an official partner of the league,” Ed Winkle, NBA vice president of global partnerships, said. “Our collaboration in Orlando will offer a unique opportunity to reach and engage NBA fans in an entirely new way.”