Michelob ULTRA, Budweiser and Bud Light will unveil all-new commercials during the broadcast of Super Bowl LX on February 8.

As the Official Beer Sponsor of the NFL for over 20 years, Anheuser-Busch activates its iconic portfolio of brands on a global scale, fueling game-day traditions and showing up for fans during the sporting events that matter most to them. That includes investing more in Super Bowl LX than any other company as the game’s #1 advertiser across all categories.

Kyle Norrington, Chief Commercial Officer at Anheuser-Busch, said: “We’re now in a one-of-a-kind year for sports and entertainment in America, and we’re primed to kickstart our plans at Super Bowl. As one of the most prolific advertisers in Super Bowl history, our new spots will provide fans with the first look at what they can expect throughout this extraordinary year as our portfolio of brands show up to celebrate unparalleled events including the World Cup, the Winter Olympics, America’s 250^th birthday and Budweiser’s 150^th anniversary. You can count on us to continue investing in the moments that celebrate beer, sports, and epic milestones.” 

New Creative Work

For 20+ years, Michelob ULTRA, America’s #1 top-selling and fastest-growing beer^, has been synonymous with championing an active lifestyle and encouraging social athletes to give it their all – whether it’s their first time on the slopes or they’re competing for Olympic gold.

This February, sporting worlds will collide to provide fans with the ultimate live sports viewing moment; the Super Bowl and the Winter Olympic Games. As the Official Beer Sponsor of Team USA and a staple for watching football, Super Bowl LX is the perfect stage for Michelob ULTRA to bring these two iconic moments together with a commercial about America’s competitive spirit.

Super Bowl LX is a key part of the brand's full-scale campaign in support of the Winter Olympic Games which includes new Team USA-branded packaging for fans to enjoy as they cheers to the home team. 

This year, Budweiser is returning to the Super Bowl with a spot that honors its longstanding – and ongoing – legacy in American culture. To celebrate the brand’s milestone 150^th anniversary and America’s 250^th birthday, Budweiser will deliver an empowering, heartfelt national commercial that captures how its beer is not only made in America; it’s made of America.

As part of its larger “Made of America” campaign, Budweiser is also releasing the limited-edition Heritage Can Series pack featuring four unique designs representing different eras of the brand’s history. Ready in time for Super Bowl LX, these Heritage Cans are available wherever Budweiser is sold. Fans can collect all four to get excited for what’s to come in the next 150 years.

Bud Light returns to the Super Bowl stage, showcasing the brand’s iconic humor and celebrity partners who display their willingness to do anything for the clean, crisp taste of Bud Light. Celebrating the brand’s passion points of sports and music, the official beer sponsor of the NFL will debut new creative that celebrates the universal fixture of any great Super Bowl LX party: the keg.

All three commercials will appear through national media campaigns inclusive of the general market, Spanish language and streaming broadcasts, pre- and post-game activations, integrations at retail and out-of-home placements both in San Francisco and key markets around the country. 

Activating in San Francisco

Anheuser-Busch's Super Bowl impact will also extend beyond the broadcast, bringing multiple brands directly to fans with events that will enhance the Super Bowl weekend experience in San Francisco.

On Friday, Feb. 6, "Bud Light Presents Post Malone & Buddies” will see the global superstar back on Bud Light’s stage for his second-consecutive Super Bowl performance, as the Official Beer Sponsor of the NFL continues providing 21+ fans with bucket list experiences.