Michelob ULTRA Summit Took Team USA’s Historic Return to Ice Beyond the Screen
Held in Park City, Utah, the weeklong activation celebrated the finale of the 2026 winter sports.
Michelob ULTRA, the official beer sponsor of Team USA, brought a celebratory, fan-centric experience to Park City, Utah, highlighting the 2026 winter sports and Team USA’s historic return to the ice and slopes. A spirited blend of competitive sports and après-ski lifestyle, the VIP ULTRA Summit party and weeklong ULTRA Base activation, powered by TCL, treated fans to world-class entertainment and an immersive communal hub to experience the legacy of Team USA in a superior format.
Kicking off February 20, Michelob ULTRA’s VIP experience, ULTRA Summit, transformed the Park City’s mountain ranges by bringing back night skiing for one night only. For the first time since 2017, fans took to the mountainside to ski down the same slopes as their favorite athletes, following the return of the nighttime skiing tradition. Appearances by Joey Graziadei, Tyler Cameron, Josh Brubaker and Camille Kostek, signaled a star-studded roster to highlight hockey’s evolving fanbase and influence on pop culture.
Blending the intersection of sports and music with an anticipated, high-octane set by Norwegian EDM artist Kygo, the VIP event marked the producer’s second return to the winter sports since the 2016 Rio Ceremony. Held at the Red Pine Lodge Summit, Kygo’s futurist set lit up the slopes and set the tone for Michelob ULTRA’s Base camp celebrations.
Michelob Ultra
This sentiment carried through the activation’s nostalgia-tinged exhibition, which displayed iconic memorabilia and legendary artifacts, such as a signed USA Hockey jersey signed by Mike Eruzione — nodding to the “Miracle on Ice” victory of the 1980 winter sports. Jerseys, apparel and photography captured the grit and tenacity of Team USA Hockey.
Off the slopes, ULTRA Village created an elevated après-ski, lively area to host watch parties while cheering on Team USA, including interactive curling games, curated photo opps, dedicated Michelob ULTRA bars and more.
With the 2026 winter sports officially coming to a close, Michelob ULTRA brought USA fans together for an experience that extended past the broadcast games on screens, inviting them to dive into the heart of the action and pay homage to Team USA’s storied legacy during closing ceremony weekend and the communities that continue to define winter sports.
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