The NBA is back and Michelob Ultra is the new official beer partner in Canada


TORONTO, Oct. 18, 2021 - Labatt Breweries of Canada and the National Basketball Association (NBA), today announced a multiyear partnership ahead of the league's landmark 75th Anniversary Season, which makes Michelob ULTRA the Official and Exclusive beer partner of the NBA in Canada.

The new deal is part of a broader partnership between Anheuser Busch and the NBA, which began last season by announcing Michelob Ultra as the official beer partner in the U.S. As one of Canada's fastest-growing beers in the light beer category, Michelob ULTRA has always championed a well-balanced, fun and fitness infused lifestyle, and this new partnership comes as an effortless synergy between both brands.

"Michelob ULTRA is taking our commitment of encouraging Canadians to live fit and live fun to the next level by becoming the official beer partner of the NBA in Canada," said Mike Bascom, Senior Marketing Director, Michelob ULTRA Canada. "Basketball lives at the intersection of athletics, culture and entertainment, and we're excited to bring our fit and fun spin to basketball fans across the country, beginning with our immersive billboards to backboards programming in select cities."

To tip off this new partnership and honour the NBA's 75th Anniversary season, Michelob ULTRA worked with renowned shooting coach extraordinaire, Chris Matthews, to kick things off with a gravity-defying shot atop Canada's tallest, completed flat top building - Scotia Plaza - set in front of the Toronto skyline.

"We're excited to extend the NBA's partnership with Michelob ULTRA to Canada and provide new and creative opportunities for fans across the country to celebrate our landmark 75th Anniversary Season," said NBA Canada Managing Director Leah MacNab. "Michelob ULTRA shares our commitment to promoting a healthy, active lifestyle and through this partnership, we look forward to creating collaborative content to excite fans of both brands."

To celebrate the return of NBA basketball in Canada and help amplify the partnership, Michelob ULTRA is transforming billboards into larger-than-life backboards.

#GetBuckets for a chance at some NBA gear

Additionally, Michelob ULTRA and the NBA in Canada are encouraging Canadians of legal drinking age to share their best baskets on any hoop on social using #GetBuckets and following and tagging @MichelobULTRACA for a chance to earn some NBA gear.*

For more information, be sure to follow Michelob ULTRA Canada on Twitter and Instagram.

*Open October 18 for all provinces excl. Quebec. Open October 25 for residents of Quebec as well.

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