• by Fern Siegel , February 6, 2024

Michelob ULTRA is no stranger to the Super Bowl.

The beer has appeared in nine consecutive games, and this year is no exception. Its “Superior Beach” spot will be the first alcoholic beverage advertiser in this year's match-up between the San Francisco 49ers and the Kansas City Chiefs.

The twist? This year's 60-second spot stars soccer star Lionel Messi, who plays for Major League Soccer club Inter Miami and the Argentina national team.

Messi, who exhibits his soccer excellence is an impromptu moment, stars alongside Jason Sudeikis ("Ted Lasso") and NFL Hall of Fame quarterback Dan Marino.

"We're thrilled to be partnering with one of the greatest athletes of all time on one of the biggest stages in sports for a campaign that perfectly aligns with our brand's point of view," Ricardo Marques, vice president of marketing, Michelob ULTRA, said of Messi. Marques predicts an "electrifying year" for Michelob ULTRA.

Michelob ULTRA's Super Bowl commercial was directed by Adam Berg and created by Wieden + Kennedy New York.

The brand is also the Official Global Beer Sponsor of Copa América USA 2024.

W+K New York's client work includes Bud Light, OK Cupid, The Atlantic and McDonald's.