Key Takeaways:
- Michelob ULTRA is letting one lucky fan live like an NBA player for 10 days.
- Fans can also win VIP prizes through Michelob ULTRA's Courtside sweepstakes.
- The partnership enables both brands to boost affinity by deepening fan engagement through memorable, shareable moments.
Michelob Ultra is dialing up the excitement for basketball fans with its latest initiative, offering one lucky fan the chance to step into the shoes of an NBA player.
In collaboration with the Atlanta Hawks, the "10-Day Dream" contract provides an exclusive insider experience that brings fans closer to the game than ever before.
The winning fan will get an immersive 10-day experience with the Hawks, including travel to an away game, premium access to team events, exclusive gear, and even a chance to step onto an NBA court.
Michelob ULTRA presents: Play Like a Pro.
— Michelob ULTRA (@MichelobULTRA) March 3, 2025
Want the chance to play like the @NBA greats? We’ve got you. Enter for a chance to play a game on an NBA court! https://t.co/A7x23Hjnispic.twitter.com/AFFdEp9rXQ
In a press release, Michelob Ultra Senior Vice President of Marketing Ricardo Marques emphasized the brand's commitment to delivering unique experiences through its Superior Access program.
"'10-Day Dream' is about more than just basketball — it's about giving fans the chance to experience the dream so many of them have had since they first stepped onto a court."
Andrew Saltzman, President of Business Enterprise and Chief Commercial Officer for the Atlanta Hawks, chimed in to express excitement over this once-in-a-lifetime experience.
"This opportunity will give a lucky fan the chance to experience one of the most unique experiences that all of sports can offer, and we are confident it will exceed all expectations."
The ball is in your court 🏀
— Michelob ULTRA (@MichelobULTRA) March 7, 2025
Enter for a chance to Play Like a Pro on an actual @NBA court - https://t.co/OAGQuMetLppic.twitter.com/QSmD4Nuj3w
Fans interested in applying can submit a 30-second video on the brand's website during the week of March 10.
The winner's experience will take place from March 31 to April 9.
Now, Michelob Ultra is more than just a beer brand — it's a courtside pass.
With multiple brand partnerships across the NBA and beyond, Michelob Ultra is making sports fandom more immersive, proving that the best way to watch the game is to be part of it.
Unmatched Access
The "10-Day Dream" campaign is an extension of Michelob ULTRA's broader mission to bring fans closer to their favorite teams.
As part of its Courtside sweepstakes, the brand is offering additional opportunities for consumers 21+ to win VIP NBA experiences, exclusive memorabilia, and interactions with top players.
Fans can also join the Courtside SMS insider program for even more chances to win throughout the season.
To support the campaign, the brand also released a commercial starring famous basketball coach Chris Brickley.
One lucky fan. A 10-Day Contract. Superior access to the game like never before. @MichelobULTRA@NBA and I are making it happen—will you be the one? Enter for your chance to win, link in bio. T&C’s apply #ULTRACourtsidepic.twitter.com/z5S9uIHfyH
— Chris Brickley (@Cbrickley603) March 12, 2025
The one-minute spot features Brickley taking the viewers through a short montage of what to expect during the experience, comparing it to a 10-Day Contract.
Starting with a contract signing, followed by shooting drills, physical training, and walking out the tunnel to courtside seats, he prompts fans to imagine the life of a superstar athlete.
It ends with him inviting fans to submit their skills and showcase what they've got.
Back in January, Michelob Ultra made waves at the Super Bowl with a campaign starring Willem Dafoe and Catherine O'Hara.
The star-studded ad fell under the brand's new "Play For An ULTRA" platform, which it launched earlier that month.
By collaborating with popular sports teams and events, Michelob is tapping into experiential marketing to deepen fan engagement that extends beyond the game.
