Canadian Soccer Media & Entertainment (CSME), the newly rebranded commercial arm of the Canada Soccer national body, has announced a new partnership with Michelob Ultra Canada, a subsidiary of brewing giant Anheuser-Busch (AB InBev), ahead of the men’s FIFA World Cup 2026.
The new agreement will see Michelob Ultra become the official beer sponsor of Canada Soccer as it prepares to co-host the men’s FIFA World Cup alongside the US and Mexico from June 11 to July 19.
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Under the deal, Michelob Ultra and alcohol-free Michelob Ultra Zero will feature prominently across key Canada Soccer events surrounding the FIFA World Cup 2026, including as the title sponsor of the body’s official fan sites in Halifax, Toronto, and Vancouver during the tournament.
The partnership will be activated through special-edition packaging, promotions, giveaways, and branded experiences.
Erin Crowe, chief operating officer at Canada Soccer, said: “As the excitement around the game continues to build across the country ahead of the FIFA World Cup on home soil, partnerships like this help us create new ways for fans to connect with Canada Soccer and our national teams.
“Michelob Ultra has a strong global presence in the sport, and together we look forward to delivering memorable fan experiences that celebrate the passion of Canadian supporters and bring them closer to the game.”
The deal adds to AB InBev’s previously announced activity around this summer’s World Cup, which includes a commercial for Michelob Ultra fronted by soccer legend Lionel Messi, who is a brand ambassador.
AB InBev has a wider official World Cup partner package in place with FIFA and most recently added its Nütrl RTD brand to the sponsorship, which will hold official seltzer sponsor status at the tournament.
Activation plans for Nütrl include in-stadium presence alongside on- and off-premises activity in the US. AB InBev will also run a national sweepstake offering prizes including match tickets and a “FIFA World Cup Final weekend experience”.
Meanwhile, the new deal adds to Michelob Ultra’s growing sport partnership slate, which is the official beer sponsor of North America’s top-tier Major League Soccer, as well as Concacaf, soccer's governing body across North and Central America, and the Caribbean.
The brand also has prominent visibility in golf, having most recently become the first official beer sponsor of golf’s DP World Tour in January.
AB InBev also has a deal with the US PGA Tour, with the Michelob Ultra, Michelob Ultra Zero, and NUTRL brands named the official beer sponsor, official non-alcoholic beer sponsor, and official hard seltzer of the tour, respectively.
