Michelob Ultra treats 1994 World Cup security staff to free match tickets
The beer brand activated its official World Cup sponsorship with an emotional campaign.
Under the premise of filming a documentary, the brand brought together three former employees who worked inside stadium venues during the tournament 32 years ago.
The campaign centers on the concept "Michelob Ultra turned them around," playing on the fact that these workers had to face the stands and missed the action during the previous tournament. For the United States vs. Turkey match, the brand gave them free access to premium seats inside the stadium.
Michelob Ultra serves as an official sponsor of the World Cup through a broader partnership between FIFA and the multinational AB InBev. The brand is also an official partner of the United States national team.
