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Michelob ULTRA Commits $100 Million to Promote Women’s Sports

Brand announces “See it, Save it” campaign to boost visibility for women athletes across social media

Michelob Ultra is stepping up in a major way.

As the beer brand announced Thursday — Women’s Equality Day — it will spend $100 million over the next five years to increase visibility in women’s sports, which still rarely receive the same level of media coverage that men’s sports do.

Michelob will try and narrow that gap by pledging to devote 50% of its lifestyle media inventory to content that features and promotes women athletes by 2025. Moving forward, all of its advertising will feature male and female athletes equally, with equal representation up and down Michelob Ultra’s talent and influencer roster.

It’s also debuting its “See it, Save it” campaign, encouraging fans to hit save on women’s sports highlights on social media. Los Angeles Sparks superstar Nneka Ogwumike, transgender NCAA track and field champion Cece Telfer and ESPN analyst Andraya Carter will partner with Michelob in this initiative.

“There’s so much more we can do to help support equal pay when it comes to women’s sports,” said Ricardo Marques, Michelob Ultra’s Vice President of marketing. “We need to set the example, and the time for equality has always been now. Our commitment demonstrates Michelob Ultra’s core belief that female athletes deserve an equal experience, whether they’re on the court, in the newsroom, or on our TV screens.”

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Michelob previously showed its support for women’s sports by becoming the official beer sponsor of the WNBA and adding Serena Williams and Alex Morgan to its talent roster. The commercial spot featuring Ogwumike, Telfer, and Carter will further exemplify the impact female athletes have had and will have on the sports world.

“It’s not just about making a statement today,” Ogwumike said. “It’s also about setting goals and taking actionable steps toward gender equality on and off the court, which is why I’m proud to be a partner of Michelob Ultra and will continue to support their commitment to women’s sports equality.”

About The Author
Shlomo Sprung
Shlomo Sprung
Shlomo Sprung is a Senior Staff Writer at Boardroom. He has more than a decade of experience in journalism, with past work appearing in Forbes, MLB.com, Awful Announcing, and The Sporting News. He graduated from the Columbia University Graduate School of Journalism in 2011, and his Twitter and Spotify addictions are well under control. Just ask him.