Michelob ULTRA has been named the winner of USA TODAY’s inaugural World Cup Ad Meter Brand Spotlight, with fans voting the brand campaign, led by The Superior Match TVC created in partnership with BBDO New York, their favorite of the tournament. Michelob ULTRA earned 29% of the audience vote and finished ahead of other World Cup advertisers after a tournament-long evaluation of how brands connected with fans across the five-plus-week competition.
The recognition reflects the success of a broader World Cup platform that began with the FIFA World Cup 2026™ Final Draw in December 2025 and continued throughout the tournament through campaign films, limited-edition packaging, fan experiences and integrated storytelling designed to keep Michelob ULTRA at the center of the conversation.
As Ricardo Marques, SVP Marketing, Michelob ULTRA, told USA TODAY:
“The World Cup gave us the opportunity to engage fans over months, building anticipation across a much broader cultural stage. Regardless of the stage, success starts long before the spotlight. It comes from disciplined planning, relentless collaboration, and a commitment to creating work that surprises, delights, and resonates with fans.”
Michael Aimette, Chief Creative Officer of BBDO New York, added:
“An idea this big only happens when the client is every bit as ambitious about it as you are. It took crazy-level passion from a lot of people and was equal parts a lot of work and a lot of fun. Having fans vote Michelob ULTRA number one is about as good a review as you can get.”
The win reflects the audience response not just to a single execution, but to a connected campaign built to sustain attention across one of the world’s biggest sporting and cultural moments.
