Lionel Messi to appear in first Super Bowl ad for Michelob Ultra. Here’s the teaser
From christening the world’s largest cruise ship to news that he will be appearing in his first Super Bowl beer ad, it has been quite the week for Inter Miami superstar Lionel Messi.
Anheuser-Busch announced Thursday that its ad campaign for the 2024 Super Bowl Feb. 11 in Las Vegas will include a Michelob Ultra commercial featuring Messi, who two days earlier was aboard Royal Caribbean’s Icon of the Seas as part of the ship’s naming ceremony.
In the teasers for the 60-second Super Bowl ad, Messi appears on a beach, playing soccer with a dog and ordering a Michelob Ultra beer from a beachfront bar.
Messi, who has 490 million Instagram followers, continues to expand his global portfolio. He was named brand ambassador for Michelob Ultra in December as part of the company’s sponsorship of the upcoming Copa America tournament, which will be held in the United States from June 20 to July 14.
The quadrennial South American championship is one of the world’s most prestigious soccer competitions and this year the field was expanded to include the United States, Mexico and other teams from North and Central America and the Caribbean.
Hard Rock Stadium will host the Copa America final on July 14 as well as group stage games between Uruguay and Panama on June 23 and defending champion Argentina, featuring Messi, and Peru on June 29.
“I am so proud to join Michelob Ultra for its activations at CONMEBOL Copa America USA 2024, such an electrifying moment for our sport,” Messi said in a press release. “I look forward to the energy the United States fans will bring to the competition and the memorable experiences and atmosphere Michelob Ultra will help create for football teams, players and fans alike.”
In addition to Anheuser-Busch, Messi’s portfolio of sponsors includes Pepsi, MasterCard, Gatorade, Hard Rock International (which named a chicken sandwich after him), Louis Vuitton, the Saudi Arabia Tourism Bureau and Adidas, with whom he signed a lifetime deal in 2017 estimated at $1 billion.
“The Super Bowl is advertising’s biggest moment, and our goal is to once again captivate our audience when the world is watching,” said Kyle Norrington, Chief Commercial Officer, Anheuser-Busch. “We’re showing up big time in this moment that matters for our beer drinkers and football fans across the country through unmatched creative storytelling, seamless trade integrations, record-breaking consumer sweeps, robust media plans, and on-the-ground activations.”