Inter Miami star and global soccer icon Lionel Messi is preparing to impress at Super Bowl LVIII as the star of a 60-second commercial for Michelob Ultra, a low-calorie beer brand, the Daily Mail has reported.
The announcement comes as Messi’s influence stretches from dominating MLS to gracing the iconic Super Bowl stage. The trailer for the anticipated ad features Messi ordering a beer at a bar, with the plot revolving around his reaction when the tap unexpectedly stops flowing.
The high-profile spot, estimated to cost around $14 million based on Super Bowl XLVII ad rates, underscores Messi’s growing influence off the soccer field.
Messi’s partnership with Anheuser-Busch, the parent company of Michelob Ultra, began in 2020, and the Super Bowl ad represents a significant investment in soccer marketing.
In addition to the Super Bowl, Michelob Ultra secured sponsorship for this summer’s Copa America and is expected to partner the 2026 Men’s World Cup, which will be held in the US, Canada and Mexico.
The Super Bowl ad is in line with Messi’s extensive endorsement portfolio, which includes renowned brands such as Adidas, Gatorade, Hard Rock International, Royal Caribbean and Apple TV.
With nearly 500 million social media followers on Instagram, Messi’s marketing appeal extends far beyond the industry.
Anheuser-Busch, known for spending heavily on Super Bowl advertising, is looking to use Messi’s star power to reach an expected audience of over 100 million during the game.
Beverage giant Michelob Ultra’s previous ad in last year’s Super Bowl featured sports figures like Serena Williams, Tony Romo, Jimmy Butler, Rickie Fowler, Alex Morgan and Canelo Alvarez in a sports setting at the Bushwood Country Club from the movie “Caddyshack. “
