[mkdf_dropcaps type=”normal” color=”#f55549″ background_color=””]T[/mkdf_dropcaps]
he NBA has confirmed a new multi-year partnership with U.S. brewing company, Anheuser-Busch InBev, seeing the Michelob Ultra become the league’s official beer partner.

As part of the new deal, the Michelob brewery will create custom engagement for fans with virtual, in-stadium experiences, starting from the 2020 NBA playoffs ahead of the season restart on July 31.

The deal sees the NBA’s partnership with fellow AB InBev brand, Budweiser, come to an end after more than two decades of Budweiser holding the official beer partner of the NBA title.

NBA vice president for global partnerships, Ed Winkle, said the partnership will see Miami Heat star, Jimmy Butler feature in new advertising campaigns.

“As we prepare for the NBA restart in Orlando, we are thrilled to expand our longstanding partnership with Anheuser-Busch and welcome Michelob Ultra as an official partner of the league,” Winkle said.

“Our collaboration in Orlando will offer a unique opportunity to reach and engage NBA fans in an entirely new way,” he said.

The new deal will see the ‘Michelob Ultra Courtside’ during the 2020 NBA playoffs, where fans will be able to appear virtually inside the arena during games, with giveaways and additional experiences offered through the Michelob Ultra social media channels.

Michelob Ultra vice president, Ricardo Marques, said the company is excited to help bring in the return of basketball with the NBA.

“Combining athleticism with enjoyment is what defines Michelob Ultra, and that’s why we are incredibly honoured to partner with the NBA and celebrate this historic return of basketball,” Marques said.

“Michelob Ultra Courtside is a truly ground-breaking virtual fan experience that will not only bring the energy of the fans to the game, but also bring the athletes closer to the fans,” he said.