Score Big This Summer with the Official Beer of the World Cup

The Super Bowl draws a crowd. But the FIFA World Cup 2026 draws a country. This summer, 282 million Americans are expected to tune in, which is more than double the Super Bowl's 127 million viewers. For retailers, this opportunity is unlike any other.

With three host countries (U.S., Canada, and Mexico), 48 teams, 104 matches across 16 host cities — and 78 of those matches and 11 of those cities right here in the U.S. — the games run June 11 through July 19 spanning all three time zones. The final will be held at MetLife Stadium in New Jersey. The whole summer, shoppers will be watching, gathering, and buying.

Michelob ULTRA Is the Official Beer of the World Cup

Michelob ULTRA holds the official beer sponsorship for FIFA World Cup 2026 in North America. That exclusivity matters for your shelves: when shoppers are looking for the "World Cup beer," ULTRA is the answer, and retailers who merchandise accordingly will capture the lift.

Limited Edition Packaging: A Built-In Impulse Buy

Michelob ULTRA is rolling out limited edition cans designed to drive grab-and-go sales, featuring Team USA cans and FIFA World Cup Trophy cans.

Collectible packaging moves product. Shoppers who might pass on a standard 12-pack will stop for a can that feels like a keepsake. Treat these as a display opportunity, not just a restocking order.

A Chance to Win Millions in Prizes

Michelob ULTRA is bringing consumers closer to the 2026 FIFA World Cup action than ever before. Participants can enter to win millions of dollars in World Cup tickets and gear, including tickets to the finals.

That kind of prize pool generates buzz, drives trial, and keeps shoppers returning to the category throughout the summer. Your in-store signage connects the physical shelf to the digital promotion.

Two Cross-merchandising Programs to Drive Basket Size

This is where independent grocers have a real advantage: the ability to build creative, multi-category displays. ULTRA has two cross-merchandising programs ready to activate:

• ULTRA and Lay's: Pair the official World Cup beer with America's most recognized snack brand. Beer and chips. Watch parties and backyard BBQs. The connection sells itself, and the dual display pulls customers into two categories at once.
• ULTRA and Coca-Cola: A non-alcoholic anchor for households who want the full watch party spread. Position these together for maximum basket size on game days. This pairs well with the 2026 Coca-Cola Display Contest, where retailers can enter for a chance to win up to $5,000.

Talk to your wholesaler and bottlers for more information, signage, and details on how to structure these displays for your store layout.

Kick Off Your Best Summer Yet

The World Cup isn't a niche event this year. With games on U.S. soil and viewership numbers that shatter every benchmark, this summer will drive real foot traffic and real basket size for grocers who are ready for it.

Michelob ULTRA is coming in with limited packaging, a high-value consumer promotion, cross-merch programs with Lay's and Coca-Cola, and full wholesaler support.

Order now. Build the display. Let the tournament do the rest.