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Michelob Ultra commits $100m to support women’s sports

To mark Women's Equality Day, Michelob Ultra has announced it will commit $100m (€85m) over the next five years to help increase visibility for women's sports and female athletes.

The Anheuser-Busch brand has pledged to dedicate 50 per cent of its lifestyle media inventory to content that features and promotes female athletes and women's sports by 2025; represent female and male athletes equally in all advertising creative moving forward; and ensure equal representation of female and male athletes on Team Ultra talent and influencer roster.

It is believed to be one of the largest single financial commitments by a brand to women's sports and coincides with a similar initiative by Heineken.

The commitment reinforces Michelob Ultra efforts over the past 18-plus months to elevate female athletes, which includes a deal to become the official beer sponsor of the Women's National Basketball Association, becoming the naming rights partner of the WNBA's Las Vegas Aces home arena, and signing up athletes likes tennis star Serena Williams and United States women's soccer star Alex Morgan.

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