The NBA just announced that Michelob ULTRA is the new official beer partner of the league.
Miami Heat Forward, Jimmy Butler was named as the star of the campaign.
i can finally add singer to my bio, thanks @MichelobULTRA pic.twitter.com/0x0z7i9A0v
— Jimmy Butler (@JimmyButler) July 23, 2020
ULTRA takes over for Budweiser as the official beer sponsor for the league, who had a contract with them since 1998.
The brand is tipping off the partnership by bringing fans closer to the game during the NBA restart in Orlando. The partnership includes a virtual courtside activation that allows fans to appear virtually inside of the arena during an NBA game.
''We’ve partnered with the NBA to create ULTRA Courtside – a virtual fan experience unlike any other'', the company said in an official statement. ''Michelob ULTRA will also release a new television spot celebrating the joy of the return of basketball, reminding fans that it's only worth it if you enjoy the experience.''