Michelob ULTRA has launched a dynamic commercial merging two major American events: the Super Bowl and the Olympic Winter Games. The 60-second spot, titled “The ULTRA Instructor,” features Hollywood legend Kurt Russell in his Super Bowl commercial debut alongside actor Lewis Pullman, Olympic gold medalist Chloe Kim, and Olympian and NHL champion T.J. Oshie. Directed by Joseph Kosinski, known for Top Gun: Maverick and Formula 1 films, the ad is set on snowy ski slopes and highlights the thrill of competition.
This campaign celebrates Team USA and promotes Michelob ULTRA’s message that “Superior Is Worth Playing For,” encouraging fans to embrace their competitive side whether they are novices on the slopes or striving for Olympic victory. The commercial is part of the brand’s extensive efforts during this key sporting season.
The Story Behind “The ULTRA Instructor” Commercial
The ad follows Kurt Russell portraying a seasoned instructor coaching Lewis Pullman’s character in how to elevate his competitive spirit and outplay friends when Michelob ULTRA is at stake. From beginner moves to surprising even elite athletes, the story unfolds with the iconic song “The Eye of the Tiger” by Survivor, symbolizing rising to challenges. This narrative ties closely to Michelob ULTRA’s philosophy that friendly rivalry becomes more rewarding when the light beer is part of the experience, whether on the slopes of Park City or during the Milan-Cortina Olympics.
Kurt Russell shared his excitement:
“It was a real treat to make my first-ever Super Bowl commercial and doing it with Michelob ULTRA was great. My character showcases how a coach, or an instructor, can help motivate an athlete to unlock their competitive spirit and achieve victory — whether that’s impressing friends on the slopes to win ULTRA’s or going for Olympic gold. I’m excited for fans to see this, especially as we head into the pinnacle of sporting competition with the Super Bowl and the Olympic Winter Games.”
Michelob ULTRA’s Engagement Beyond the Commercial
To involve 21+ fans at home, Michelob ULTRA is hosting a “Race to the Finish” sweepstakes tied to Super Bowl LX, inviting followers to engage on social media for prizes. These include signed props and merchandise featured in the commercial, tickets to upcoming sports events, and Michelob ULTRA products accessed through the brand’s Superior Access program. The sweepstakes runs from January 28 to February 22, 2026, emphasizing the brand’s ongoing interaction with sports enthusiasts.
A Year of Sports and Partnerships for Michelob ULTRA
Michelob ULTRA continues its commitment to celebrating an active lifestyle with a strong presence in major sports events throughout 2026, including Super Bowl LX, the Olympic Winter Games at Milano Cortina, and the FIFA World Cup. This campaign marks over 20 years of the brand championing both fitness and fun in the sports community.
Olympian and NHL champion T.J. Oshie expressed his admiration:
“As an Olympian, it’s incredible to see Team USA and hockey represented in Michelob ULTRA’s Super Bowl commercial, especially as we head toward the Olympic Winter Games. The spot combines two iconic sports moments and showcases the same drive and competitive spirit I embodied on the ice for years. I can’t wait for fans to see it.”
Michelob ULTRA’s Role as Official Beer Sponsor of Team USA
Since 2024, Michelob ULTRA has been the official beer sponsor of Team USA for the Paris 2024 Olympics and Paralympic Games, continuing through the Milano Cortina 2026 Winter Olympics and LA28. This partnership allows the brand to connect deeply with American fans and their passion for sports by spotlighting many athletes and elevating the Olympic spirit during major events, including the Super Bowl and all the way through the Closing Ceremony.
The sponsorship includes Michelob ULTRA’s first-ever collaboration with USA Hockey, featuring standout players Brady and Matthew Tkachuk, brothers from St. Louis. Fans have also experienced special Team ULTRA athlete lineups in new marketing campaigns, Team USA-inspired packaging, and exclusive fan events that bring the excitement of the Olympic Games closer to home.
Michelob ULTRA’s Commitment to Quality and Active Lifestyles
Introduced in 2002, Michelob ULTRA holds the title of America’s number one top-selling and fastest-growing beer, appealing to consumers who enjoy balancing fitness and fun. With just 95 calories and 2.6 grams of carbohydrates, it is brewed using a refined process and quality ingredients like barley malt, rice, hops, and a pure-cultured yeast strain. This brewing approach results in a crisp, refreshing taste that supports an active lifestyle while encouraging responsible drinking.
As part of Anheuser-Busch’s portfolio, Michelob ULTRA benefits from the company’s long heritage of brewing excellence and contributions to communities, including support for farmers, military personnel, veterans, and first responders. Anheuser-Busch remains a major American manufacturer, continuing to invest in employees, facilities, and local economies nationwide.
What to Expect Next from Michelob ULTRA’s Sports Initiatives
Michelob ULTRA’s Super Bowl commercial launch marks the beginning of an impactful sports campaign cycle for 2026, aligned with some of the most anticipated sporting occasions worldwide. By leveraging partnerships with athletes, sponsoring teams, and engaging consumers through interactive promotions, the brand aims to remain at the forefront of the sports and social lifestyle intersection.
The collaboration between Kurt Russell, Olympic champions like Chloe Kim and T.J. Oshie, and emerging talents like Lewis Pullman exemplifies Michelob ULTRA’s dedication to inspiring fans to embrace competition and camaraderie alike. As the year unfolds, the brand’s activation across the Winter Olympics and FIFA World Cup will likely reinforce this inclusive and energetic approach, celebrating moments that truly matter to athletes and audiences everywhere.
