CAMPAIGN: Michelob ULTRA CONMEBOL Copa America Fan Experience
CLIENT: Michelob ULTRA
AGENCY: Sparks
Michelob ULTRA Copa América IT List Case Study
Michelob ULTRA served as the Official Beer Sponsor of CONMEBOL Copa América 2024, leveraging the tournament’s multicultural appeal to build authentic connections with diverse communities. The brand aimed to align itself with the spirit of soccer by promoting unity, passion, and a shared love for the game, while also strengthening its identity as an active, social, and premium lifestyle beer.
The campaign’s primary goal was to engage over one million in-person fans across 14 stadiums throughout the tournament. Objectives included increasing brand awareness and affinity among soccer-loving adults 21+, standing out in a competitive sports marketing space, and ultimately driving sales and consumption of Michelob ULTRA.
To achieve this, Michelob ULTRA partnered with Sparks to develop a tiered system of fan experiences tailored to each of the tournament’s 32 matches, with larger-scale activations at key venues. These experiences featured immersive elements like soccer-themed games, live music, and exclusive merchandise—creating dynamic spaces where fans from all backgrounds could connect and celebrate. All activations maintained consistent brand messaging and aesthetics to ensure a unified experience across locations.
The largest activation took place at Hard Rock Stadium in Miami for the finals, where a three-story fan zone became the crown jewel of the campaign. It featured interactive games like Pitchside 1v1, Soccer Bocce, and Soccer Skeeball, along with a massive 16-foot Copa América trophy replica, towering ULTRA cans, and a 360-degree photo opportunity. Fans could also enjoy an air-conditioned lounge with a local DJ, while VIP guests had access to premium views of the fan zone and stadium.
A second major activation at MetLife Stadium in New Jersey included a mobile macro unit and custom tournament assets. Both Miami and New Jersey activations were elevated by guest appearances from iconic soccer commentator Andrés Cantor, further connecting the brand with the Hispanic soccer community.
Results
Across all 14 stadiums, Michelob ULTRA successfully delivered a consistent and celebratory presence, incorporating premium assets, athlete appearances, and unique interactions. The result was a powerful campaign that engaged over 1.5 million fans, solidified brand affinity, and brought the spirit of Copa América to life through unforgettable experiences.
Michelob ULTRA Copa América took home Gold at the 2025 Ex Awards for Best Sports Sponsorship Experience.
FACT: 1.5M engaged fans
Testimonial
Team. Thank you so much for all the work today. The activation was incredible. Thank you for helping also in work solutions through the chaos. We were able to have a safe space for our people which was incredibly helpful. Appreciate you all.
—Michelob Ultra
Experiential Everything. Any Way You Need It:
