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- Michelob ULTRA Zero, the brand’s no-alcohol beer, will offer fans face-to-face access to a Canadian football icon through a Play You for an ULTRA Zero challenge with Jonathan David
- Michelob ULTRA is giving one lucky Canadian the opportunity to present the Superior Player of the Match trophy post-match on home soil
- The Michelob ULTRA podcast studio inside Canada Soccer House Toronto will put football enthusiasts closer to the voices shaping the tournament
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TORONTO — As anticipation builds toward the FIFA World Cup 2026™, Michelob ULTRA, a Labatt beer and the Official Beer Sponsor of the tournament, is giving Canadians superior access to the world’s game through nationwide programming, city activations and on-the-ground experiences.
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To connect football fans worldwide, Michelob ULTRA Zero, the brand’s no-alcohol beer, has released its latest global campaign featuring international stars Lionel Messi and Guillermo Ochoa, retired star Ronaldo Nazario and Canadian star Jonathan David, Michelob Ultra Zero’s Canadian athlete ambassador. The campaign shows fans that Superior is Worth Playing For, bringing the competitive spirit of football to a recently launched no-alcohol beer in Canada, made for those who enjoy an active lifestyle.
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Extending the campaign regionally, Michelob ULTRA Zero will be placing marquee out-of-home billboards in David’s hometown of Ottawa and across from Toronto Stadium.
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Ahead of the tournament, Michelob ULTRA Zero will also give fans superior access to Jonathan David, with the Canadian star set to pop up in one Canadian city to play fans for an ULTRA Zero.
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“I’ve always loved being close to fans and feeling their energy firsthand,” said Jonathan David, Canadian athlete ambassador for Michelob ULTRA Zero. “With the tournament coming to Canada, it’s special to team up with Michelob ULTRA Zero to share in the excitement with people in a way that feels more personal before the first match even begins.”
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Building on the global campaign, Michelob ULTRA, a superior light beer worth playing for, is bringing Superior Access to Canadians through host city activations and fan-first tournament experiences.
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To kick things off, Michelob ULTRA is launching a nationwide contest* giving one lucky Canadian the chance to personally present the Michelob ULTRA Superior Player of the Match (SPOTM) trophy at a match in Canada. Created in partnership with renowned designer and artist Victor Solomon, the trophy will be awarded to one standout player after every match through fan vote, giving soccer fans an important role in the tournament. The post-match handover will put the selected Canadian face-to-face with one of the game’s top performers, bringing them closer to the action in a way few fans ever experience. With only 13 matches taking place on Canadian soil, this is a sought-after experience worth playing for.
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For Canadians nationwide, the SPOTM trophy will also be on display at the FIFA Fan Festival™ in Toronto and Vancouver, as well as select stops along the Canada Celebrates the FIFA World Cup 2026™ tour giving fans the rare opportunity to raise it and capture content as part of their matchday experience.
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Through the first-of-its-kind tour, Michelob ULTRA will host premium fan experiences for legal drinking age (LDA+) Canadians at more than 20 stops across the country, creating more places for fans to gather and watch live match feeds. These spaces will also be available at FIFA Fan Festival™ in Toronto and Vancouver and Canada Soccer House in Toronto, Vancouver and Halifax, all official homes for Canadian fans during the tournament.
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Canada Soccer House in Toronto will also host the Michelob ULTRA podcast studio, streaming live tournament conversations with leading football soccer voices, athletes and special guests.
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“Superior access is about making the tournament feel closer to fans, no matter where they are across the country,” said Natalie Lucas, Head of Above Core Brands at Labatt. “For Michelob ULTRA, that’s means taking the energy of the world’s game and creating meaningful ways for Canadians to be part of it, from the biggest matchday moments to the conversations and celebrations happening around them.”
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SUPERIOR ACCESS IN HOST CITIES
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In Toronto and Vancouver, superior access takes shape on the ground before, during and after the games.
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For Toronto, fans can:
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- On Toronto matchdays, stay in the action longer at Toronto Stadium (170 Princes’ Blvd), with a dedicated fan zone open three hours before kickoff and continuing two hours after the final whistle.
- Take in the tournament at FIFA Fan Festival™ (250 Fort York Blvd) from June 11-July 19, where match viewing, live performances, cooling zones, DJ sets and games are all built into one space.
- Be closer to the voices shaping the game at Canada Soccer House on select dates, where a live Michelob ULTRA podcast studio brings leading soccer personalities together on-site.
- The option to raise a Michelob ULTRA at beer garden takeovers on select dates available at Canada Soccer House, FIFA Fan Festival™ and Canada Celebrates stops across the country for LDA+ fans.
- Opportunities to sample Michelob ULTRA Zero at select fan touchpoints.
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For Vancouver, fans will:
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- On Vancouver matchdays, experience Michelob ULTRA as part of the journey to BC Place Vancouver, with a Canada Line takeover from downtown and presence along the “Last Mile” to the stadium gates.
- Get similar access to FIFA Fan Festival™ at the PNE (2901 E Hastings St) from June 11-July 19 and be able to extend the matchday during home games three hours before kickoff and continuing two hours after the final whistle at BC Place Vancouver (777 Pacific Blvd).
- Gather at Michelob ULTRA beer garden takeovers on select dates across FIFA Fan Festival™, Canada Soccer House and Canada Celebrates stops, giving LDA+ fans more places to watch and celebrate.
- Opportunities to sample Michelob ULTRA Zero at select fan touchpoints.
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