Lionel Messi is beer ambassador Michelob Ultra, from Bavaria.
Photo: AFP – Federico Parra
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The United States lives these days a real football party. The new FIFA 2025 ™ Club World Cup, which brings together 32 teams from the six confederations, has been a resounding success in its first phase. With high voltage games, and an interesting rivalry between the teams in Latin America and Europe, the tournament has exceeded expectations.
The competition, which will close its first round, prepares to enter its most intense stage: the round of 16, which will begin this week. There will begin the true fight for the title, with duels between continental champions, consecrated figures and surprises that seek to make history.
While teams are looking for glory, fans have also lived the tournament in a special way. In this edition, different brands have opted to enrich the experience outside the field. One of the most visible has been Michelob Ultra, Bavaria Premium beer, which not only became the official sponsor of the tournament, but launched Superior Accessa platform for fans to win tickets to the Grand Final in New Jersey on July 13 or receive official merchandising of the championship.
The campaign has also had an iconic face: Lionel Messi, global Michelob Ultra ambassador, stars the new brand commercial, accompanied by other sport legends. The spot celebrates not only the greatness of the game, but also those moments that surround it and make it unforgettable.
Another of the visible contributions has been the trophy to the “upper player of the match”, a brand -driven initiative, which allows fans to choose the most prominent players after each match.
This vote, which debuted in the Copa América last year, has become one of the favorite rituals of the spectators during the tournament.
As the Club World Cup progresses towards its final phase, it is clear that not only a title is being played: a new way of living football is being built. Among goals, votes, exclusive experiences and stadiums to burst, the tournament has already won its first game: that of people's enthusiasm.
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