Michelob Ultra unveils FIFA Club World Cup 2025 limited-edition packaging

Michelob Ultra has announced the launch of limited-edition packaging to celebrate its role as the Official Beer Sponsor of the FIFA Club World Cup 2025, taking place in the United States this summer. The tournament-inspired designs will appear across a selection of Michelob Ultra products and are expected to hit shelves nationwide in the lead-up to the event.

The newly unveiled packaging forms part of a wider campaign that includes brand experiences, fan-focused activations, and high-profile advertising featuring global football ambassador Lionel Messi. With the FIFA Club World Cup set to bring together some of the world’s most successful football clubs, the initiative reflects Michelob Ultra’s strategy of aligning with international sporting events that highlight performance and enjoyment in equal measure.

The packaging, which incorporates bold colours and tournament imagery, has been developed to enhance on-shelf visibility and build anticipation for the tournament. It also strengthens the brand’s presence during a major summer of sport, particularly as football’s global fanbase continues to grow in the U.S. market.

Michelob Ultra’s involvement with FIFA comes as part of a broader move by Anheuser-Busch to expand its footprint in football and leverage sponsorships to create culturally relevant touchpoints for fans. This packaging launch builds on the success of similar initiatives by the brand during major events such as the FIFA World Cup and Copa América.

The FIFA Club World Cup 2025 will run from 15 June to 13 July across multiple U.S. cities. Michelob Ultra's campaign is set to coincide with key tournament moments, aiming to create standout experiences both at retail and on-screen.