Beer-Backed Sports Equality Ads

Michelob ULTRA recently announce it has committed $100 million to support women’s sports over the next five years. The new initiative comes alongside a new campaign that encourages consumers to join the mission to help increase visibility of female athletes. Michelob ULTRA has committed to dedicating 50% of its lifestyle media inventory to content that features and promotes female athletes and women’s sports by 2025. The brand will pledges to represent female and male athletes equally in advertising moving forward. Finally, the beer company is working to ensure equal representation of male and female athletes on Team ULTRA talent and influencer roster. Michelob ULTRA is asking fans to support the movement with the launch of the ‘Save It See It’ campaign. The initiative encourages people to increase the visibility of female athletes by “saving” women’s sports highlights on social media.


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