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Michelob ULTRA didn’t just sponsor the Copa America—it owned the moment.During the 2024 Copa America Final in Miami, Michelob ULTRA launched Live Like Messi—a one-of-a-kind experience for VIP stakeholders. Embodying the brand’s “superior access” platform, the weekend immersed guests in the extraordinary world of Lionel Messi, the greatest of player time.The journey began at the Michelob ULTRA Hotel, a Messi-inspired takeover featuring memorabilia, rooftop watch parties, and an authentic Argentinian Asado barbecue by celebrity chef Augustin Mallman. Guests indulged in exclusive perks, from styling sessions with Messi’s personal barber to luxury transportation via branded team buses and speedboats.After boarding luxury yachts, guests were taken to a floating freestyle soccer pitch on Miami Bay, where they showed off their skills alongside world-class freestyle champions. To add a legendary touch, iconic referee Pierluigi Collina presided over the action.The activation provided legendary results for the brand as its first sponsorship of Copa America. Becoming the largest activation for the brand ever, Messi's #1 most-viewed branded reel of 2024 and the #1 brand in Copa America.