Credit: Cal Sport Media/SIPA USA/PA Images

Ahead of the NBA’s return to play on July 30, Michelob Ultra has announced a multi-year partnership with the competition to become its official beer partner.

As part of the deal, Michelob Ultra, which is part of US brewing firm Anheuser-Busch InBev, will provide virtual, in-stadium experiences to NBA fans for the 2020 NBA playoffs and NBA finals. The initiative called “Michelob Ultra Courtside” provides a digital experience that allows fans to appear virtually inside the arena during games.

Ed Winkle, NBA Vice President, Global Partnerships stated:  “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.

“Our collaboration in Orlando will offer a unique opportunity to reach and engage NBA fans in an entirely new way.”

Ricardo Marques, Vice President of Michelob Ultra added: “Combining athleticism with enjoyment is what defines Michelob Ultra, and that’s why we are incredibly honoured to partner with the NBA and celebrate this historic return of basketball,” 

“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.”

Due to fans not being able to physically attend games due to the global health pandemic Michelob Ultra Courtside has been created to give fans unique access to games throughout the season. Additionally through Michelob Ultra’s social channels, fans have the opportunity to win giveaways and additional experiences. 

Michelob Ultra has replaced fellow AB InBev brand Budweiser as the NBA’s official beer partner, thus ending a relationship between the two entities that has lasted more than two decades.