• by Erik Oster , December 18, 2023

For the second consecutive year, Michelob Ultra will team with Topgolf for a celebrity-filled party ahead of the Super Bowl -- but has not confirmed whether it will run an ad during the big game.

Last year’s bash featured such celebrity musicians and athletes as Anderson.Paak, DJ Khaled, Shaquille O’Neal, and Serena Williams. It also served as part of a broader campaign around the Super Bowl, which included a broadcast ad starring Williams. 

This year’s event, to be held the Saturday of Super Bowl weekend, promises to transform TopGolf’s largest location into the “Michelob Ultra Country Club” with performances by Lil Wayne, T-Pain, and other sports and entertainment stars not yet revealed. The event also promises to include a “celebrity golf shoot-out,” promotional giveaways including a chance to win a 98" TCL big-screen TV and  “immersive experiences."

Michelob Ultra has not formally announced if it will advertise in the big game. However, actor and model Timothy Conner has repeatedly posted videos to his Instagram page that reference a “2024 Michelob Ultra Super Bowl commercial” shoot at a beach location. One such video features what appears to be a film crew following around a man and dog playing soccer at the beach.

In another Michelob Ultra sports-related development, the brand last week announced that one of soccer’s biggest global stars, Lionel Messi, will be serving as global brand ambassador. That announcement came alongside an elevated partnership agreement with the Confederación Sudamericana de Fútbol – the governing body for soccer in South America -- which named Michelob Ultra the “Official Global Beer Sponsor of Copa América USA 2024,” taking place in June and July of 2024.