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Messi & Michelob: Inter Miami Star Makes Super Bowl Commercial Debut

Last Updated: February 16, 2024
The soccer superstar is joined by actor Jason Sudeikis and Hall of Fame quarterback Dan Marino in the beachy beer ad.

Michelob ULTRA typically tends to move the needle when it comes to its Super Bowl ads, and this year is no different. Ahead of the big showdown between the Kansas City Chiefs and San Francisco 49ers at SBLVIII, the beer company unveiled its star-studded ad, reminding fans that “you don’t have to choose between an active and a social life.”

In the 60-second “Superior Beach” spot, Michelob teamed up with Inter Miami star Lionel Messi for his first-ever Super Bowl commercial appearance. Messi appears alongside Emmy award-winning actor Jason Sudeikis and Hall of Fame quarterback Dan Marino in a beachy ad that celebrates joy, athleticism, and spontaneity.

The commercial follows Messi enjoying an impromptu game of pick-up beach soccer while waiting for a Michelob beer, with commentary from Sudeikis and a reminder that Marino’s cannon of an arm still works.

“It’s a relatable moment, playing soccer on the beach,” Ricardo Marques, Michelob’s Vice President of Marketing, said to Boardroom. “And then you add the GOAT, Leo Messi with Marino and Sudeikis, you get an entertaining spot that is relevant not only for soccer fans. Of course, soccer fans will love it, but it’s relevant for everybody because everybody sees themselves integrated into the story.”

(Photo courtesy of Michelob ULTRA)

Some might wonder what the world’s biggest soccer star is doing in a promotional video during an American football game, but the Super Bowl campaign is all part of the next chapter in Michelob’s partnership with Messi and its investment in the sport overall. Following the Super Bowl, the company will be turning its focus to Copa América USA 2024 as the official global beer sponsor of the tournament.

The world’s oldest national team tournament, Copa América will see 16 teams — 10 from CONMEBOL and six from CONCACAF — battle it out across 14 host cities in the United States from June 20 to July 14. The reigning champions? Messi’s Argentina.

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“Consistency has always been at the top of our game,” said Marques. “This brand has been incredibly successful for the past two decades in celebrating this idea that some of the best moments are exactly what our spot captures, and of course, every year, we bring the creative voltage.

“We have the start of soccer season after the Super Bowl, and we’re all excited to see Messi back on the pitch. So, this Super Bowl ad sets up for what will be, I believe, an incredible year for Michelob ULTRA.”

For those heading to Las Vegas, Michelob will be throwing a Super Bowl Party featuring performances by Lil Wayne, T-Pain, and Alesso, and will be hosted by Alex Morgan and Marino. The soiree is scheduled for Saturday, Feb. 10, from 7-12:30 p.m. PT at the local Topgolf. Learn more and purchase tickets here.

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About The Author
Vinciane Ngomsi
Vinciane Ngomsi
Vinciane Ngomsi is a Staff Writer at Boardroom. She began her career in sports journalism with bylines at SB Nation, USA Today, and most recently Yahoo. She received a bachelor's degree in Political Science from Truman State University, and when she's not watching old clips of Serena Williams' best matches, she is likely perfecting her signature chocolate chip cookie recipe or preparing a traditional Cameroonian meal.