Michelob ULTRA: Courtside

As the Covid-19 pandemic took hold in March 2020, cities worldwide faced lockdowns and mandatory face mask policies. The sports world wasn’t spared, with leagues canceled and stadiums emptied—most notably the NBA, which suspended games and announced a fan-free resumption. This sudden shift dimmed the joy that sports bring, echoing LeBron James’ sentiment, “without fans, I ain’t playing.”

In response, Michelob ULTRA, a brand synonymous with the enjoyment of sports, stepped up. Recognizing the void, Michelob ULTRA launched Courtside, an innovative initiative born from a unique partnership with ABI, the NBA, and Microsoft. This collaboration aimed to reconnect fans and athletes, bringing back the joy and community spirit of sports in a time when it was needed most.

The impact was profound, generating 13 billion media impressions and driving a 32% year-on-year increase in sales.