Let’s be honest: There’s nothing that can replace you sitting courtside in an arena, but this is as close as you will be able to do, at least today. Ricardo Marques: With fans not being able to attend the games, one of the things that became clear is the potential for a groundbreaking fan experience. We spoke to Ricardo Marques, Vice President of Marketing for Michelob ULTRA, about the activation’s interactivity, the brand’s continued commitment to fitness fans during the pandemic and how certain marketing trends have accelerated during the COVID era.Ĭhief Marketer: What does the Michelob ULTRA Courtside experience entail? Realizing that both the fans and the players could benefit from a virtual experience in the absence of a physical one, the brand partnered with the league and Microsoft Teams to create the Michelob ULTRA Courtside experience. Enter Michelob ULTRA, the league’s new official beer, which saw the potential to offer up a creative solution.
MICHELOB ULTRA BALLOON FULL
Fan interaction in a stadium full of empty seats? Not ideal. The new concept has, understandably, altered the sports sponsorship landscape. The 22 teams are playing the remainder of the season in one place, without spectators to cheer on the athletes nor celebrities sitting courtside. The NBA restarted this week in the Orlando “bubble,” the league’s solution to continuing and televising the 2019-20 season for fans amidst the COVID-19 pandemic. Our monthly analysis of the world’s top brands and the marketing moves that are setting them apart.
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