Lionel Messi And Ronaldo Nazário Play For Michelob Ultra In World Cup Ad

LeadershipCMO NetworkLionel Messi And Ronaldo Nazário Play For Michelob Ultra In World Cup AdByJeff Fromm,Contributor.Forbes contributors publish independent expert analyses and insights. Jeff has written about travel, sports & loyalty w/ a focus on Gen Z.Follow AuthorMay 12, 2026, 09:15am EDTMay 12, 2026, 09:43am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.WASHINGTON, DC - DECEMBER 05: FIFA World Cup Trophy is displayed prior to the FIFA World Cup 2026 Official Draw at John F. Kennedy Center for the Performing Arts on December 05, 2025 in Washington, DC. (Photo by Hector Vivas - FIFA/FIFA via Getty Images)FIFA via Getty ImagesThe FIFA World Cup has always been about more than sport. It is about emotion, identity—and above all, fandom.As the world looks ahead to the summer of 2026, when the tournament returns to U.S. soil for the first time since 1994, brands are preparing for a cultural moment—one defined by passion, rivalry and shared experiences at scale.Few brands understand this better than Michelob ULTRA.In a recent conversation, Ricardo Marques, SVP of Marketing for Michelob ULTRA, framed the opportunity succinctly, “This is a rare moment where global scale, cultural relevance, and commercial timing all align. But more importantly, it’s a moment fueled by fandom—something brands can’t manufacture, only tap into.”SVP Ricardo Marques excited about their brand partnership with FIFA.Michelob ULTRAMoving From Advertising To SalienceHistorically, big sporting events like the Super Bowl have been flooded with predictable brand messaging—product features (think typical car ad), performance claims and interchangeable celebrity endorsements. That approach increasingly falls flat in a world where attention is scarce and audiences expect more.MORE FOR YOUI connected with Dipanjan Chatterjee, VP & Principal Analyst Forrester, “Salience, or being top of mind, is among the most important a...