• by Teresa Buyikian , July 23, 2024

After what seems like much more than a four-year wait, the 2024 Paris Olympics Opening Ceremony is finally just days away -- and the Games' exclusive beer sponsor has a new campaign in support of Team USA, launching today.

Michelob Ultra has begun a new custom packaging and integrated campaign, "Summer of Team USA," featuring member athletes of the Team USA roster. The beer will partner with various athletes from several sports for the campaign, with the intention of giving fans “a unique, inside look at the Olympic and Paralympic Games,” the brand says. The athletes are featured in both creative and OOH assets.

Two :30 TV spots created by Wieden+Kennedy, seen here and here, will air nationally as part of the effort. "Brewed Here," is about the building anticipation building for the games, and "Home Team," features Team Ultra athletes and will debut during the Opening Ceremony.

"We're honored to support Team USA in representing the best of the American spirit in the biggest stage in sports," said Ricardo Marques, VP of marketing for Michelob Ultra in a release. "This summer also marks the start of an exciting four-year journey for Michelob Ultra as we build towards the much anticipated LA28 Olympic and Paralympic Games."

In addition, the participating athletes will share social content and make special live appearances from Paris as part of the campaign. Featured athletes include Sabrina Ionescu (Basketball); Rose Lavelle, Mallory Swanson, and Gianluca Busio (Soccer); Ryan Crouser and Yared Nuguse (Track and Field) and Christopher Blevins (Cycling).

As the exclusive beer sponsor of the both the Olympic and Paralympic Games, the brand has also released new packaging, which includes the Team USA Olympic emblem on the neck of the bottle.

The brand will also have several activations on the ground at the Olympics themselves and in New York, including broadcast integrations at the Opening Ceremony; OOH advertising featuring Michelob Ultra's Team USA athletes; watch parties hosted at Rockefeller Plaza as well as a footprint at the Team USA House in Paris.