Michelob ULTRA Celebrates the 2026 Winter Sports

Though some may be itching for the hints of spring, Michelob ULTRA is closing out the 2026 Winter Sports with a bang. With the final stretch of the Winter Sports closing out in Italy, the beer purveyor is gearing up for an exciting activation bringing fans together to celebrate iconic moments on the ice. On January 15, the brand kicked things off with the immersive “Run Back the Miracle” activation, which reimagined a formative moment on ice during the 1980 Winter Sports in Lake Placid, New York, when captain Mike Eruzione, goalie Jim Craig, and goalscorer Mark Johnson would lead the United States to victory against the Soviet Union. Now, the brand is back for an activation in Park City, Utah, that blends nostalgia with good-old-fashioned sports fandom.

As the official beer sponsor of USA Hockey, Michelob ULTRA pays homage to the superior sportsmanship and grit demonstrated by NHL athletes in the “Home Team” commercial, spotlighting the impressive roster of U.S. Olympians championing Team USA. With history-making hockey pros returning to the arena since 2014, Michelob ULTRA is commemorating this moment by partnering with USA Hockey athletes, brothers (and St. Louis natives) Brady and Matthew Tkachuk. The two are making their Winter Sports debut as part of the 2026 U.S. Men’s Ice Hockey Team, with Michelob ULTRA spotlighting their journeys to the ice.

Next up, the brand is hitting the slopes at the ULTRA Summit powered by TCL, where immersive programming will celebrate the Winter Sports up until the closing ceremony. ULTRA Summit’s curated fan exhibition, the Pop-Up Exhibition of Winter Olympic and Paralympic Artifacts, will feature Team USA Archives from the United States Olympic & Paralympic Committee (including a USA Hockey jersey signed by “Miracle on Ice” gold medalist Mike Eruzione). The activation will also include après-ski Winter Sports watch parties, interactive games, puzzles, limited-edition merch and giveaways, and night skiing for fans looking to put their blades to the test. Keeping things electric, Norwegian artist-producer Kygo will keep spirits high with a live performance, following his legacy as the first-ever EDM artist to perform at the Olympic Games Rio 2016.

In 2024, Michelob ULTRA became the Official Beer Sponsor of Team USA. Speaking to the brand’s commitment to spotlighting the excellence in sports and the communities that power ground-making moments, the Tkachuk brothers shared the following: “When it comes to the honor of representing Team USA on the ice, and on this stage, it’s a dream come true for us. It’s all about pushing yourself and your teammates to be your best and making your country proud. Michelob ULTRA, a brand from our hometown, applies that same competitive spirit to what they do, and we couldn’t be more excited to bring that energy back to the international stage.”

To top off the momentum, Michelob ULTRA has teamed up with Hypebeast and sportswear brand SHRED, to develop limited-edition items. The special collaborations toast to a modern fanbase tuning into the Winter Sports, marrying Michelob ULTRA’s heritage colors and logos in sleek, modern designs.

Visit Michelob ULTRA’s website for a chance to attend ULTRA Summit. Stay tuned to see more from the ULTRA Summit and the final days of the 2026 Winter Sports.

DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.