• by Teresa Buyikian , March 17, 2025

One very lucky Michelob Ultra consumer is about to win any basketball fan’s ultimate prize in the beer brand's latest contest: an NBA “contract.”

Ok, maybe not a “real” player contract, but as close as most consumers will ever get to a professional basketball experience.

Last week the brand, which is the global beer sponsor of the NBA, in collaboration with the Atlanta Hawks, launched its “10-Day Dream” contest, which will award one fan the “opportunity to step onto the court and see what it's like to live like an NBA pro” with a “reimagined version of a 10-day professional basketball contract.”

The prize will allow the winner to spend 10 days with the Atlanta Hawks, giving them “access to pro-level experiences,” while they travel to an away game. The winner will also experience “the lifestyle” of an NBA athlete, with exclusive gear, team interactions and a chance to play on an actual NBA court.

Consumers must submit a :30 video to the brand's website this week explaining why they deserve the 10-Day Dream."  A winner will be selected shortly thereafter and the experience itself will take place from Mar. 31 through April 9.

Consumers can also play the Michelob Ultra Courtside sweepstakes all through the current basketball season, which gives them a chance to win VIP NBA experiences, exclusive memorabilia and the chance to interact with NBA players. Those 21 and older can also join the brand’s Courtside SMS insider program, which unlocks the opportunity to win even more prizes.

All of the contests are part of Michelob Ultra’s Superior Access 2024-2025 program, which grants fans branded merchandise, event access, VIP experiences and other NBA-related opportunities. Updates on the program and contests will be posted to the brand’s social  media channels.

"Through '10-Day Dream' and our Superior Access program, we are continuing to collaborate with the NBA and its teams to push the boundaries of fan experiences beyond their wildest expectations," said Ricardo Marques, senior vice president of marketing for Michelob Ultra, in the announcement.