• by Teresa Buyikian , 3 hours ago

The 2026 Milan Winter Olympics is almost here, and one beer company has reimagined a classic ice hockey moment for fans to celebrate. 

Michelob Ultra, the official beer sponsor of Team USA, has announced “Run Back the Miracle,” described as an “immersive throwback event” that will recreate the “Miracle on Ice” match from the Lake Placid 1980 Olympic Winter Games. The game became significant when the U.S. men's ice hockey team beat the Soviet Union team, which at the time was considered a major upset during the Cold War era.

The one-day event on Jan. 15 at Herb Brooks Arena in Lake Placid will include “high-definition holograms, full-surface ice projection, archival items and never-before-seen footage to recreate key moments” from the game. Original members of the 1980 U.S. Olympic Men's Ice Hockey Team and other key figures from the game will also be in attendance.

Consumers can sign up for the event here until capacity is reached.

Michelob Ultra, which was the also the Team USA beer sponsor for the Olympic and Paralympic Games in Paris 2024, is also the sponsor of USA Hockey, as 2026 marks the first games the team has participated in since 2014. The beermaker will roll out new creative featuring Team USA players Brady and Matthew Tkachuk, as well other athletes. The work includes a yet to be released :30 spot and OOH ads.

The brand will also sponsor this year's Olympics Closing Ceremony, and is inviting consumers to enter to win a trip to Michelob's Park City, Utah event, which will include a “Miracle on Ice” exhibition, apres-ski Olympic Winter Games watch parties, interactive games, prizes, merch and a live performance by electronic music producer Kygo.