“For us, it makes perfect sense not only in where our business sits today and thinking about the basic drinkers. “We are catering to our audience,” he said. Michelob Ultra has more female drinkers than any other beer, per Marques. While studies like The Fan Project show investing in women’s sports is the right thing to do, it is also good for business. And the beer maker has also been a WNBA sponsor, which is celebrating a landmark 25 th season. This past February, Michelob Ultra became the naming rights sponsor of the WNBA’s Las Vegas Aces’ home arena at the Mandalay Bay Resort and Casino. Over the past 18 months, the company has signed a roster of female talent, first with Ogwumike, soccer star Alex Morgan and tennis champion Serena Williams, followed by long-distance runner Molly Huddle and beach volleyball player Kerri Walsh Jennings.
This isn’t Michelob Ultra’s first foray into women’s sports, Marques points out. Joining Ogwumike as the face of this initiative, to act as spokespersons and appear in commercials, are ESPN basketball analyst Andraya Carter and track and field star CeCe Telfer, the first openly transgender athlete to win an NCAA title. The Stanford Cardinal standout, who at the time was the school’s second all-time leading scorer, was unsure it was a viable profession and was unclear how to make a living doing it. While in college, Ogwumike said she struggled with the decision to play professionally. “We will experience progress with these types of investments.” “One hundred million dollars is a lot of money, said Ogwumike of Michelob’s commitment. As president of the Women's National Basketball Players Association, she led negotiations for the league’s latest – and most progressive – collective bargaining agreement, stumped for the political campaigns that led to the unseating of former WNBA owner Kelly Loeffler as a United States senator, and was at the forefront of the league’s social justice movement including the #SayHerName movement to honor Breonna Taylor. 1 draft pick Nneka Ogwumike of the Los Angeles Sparks will be one of the leading faces of Michelob Ultra’s “Save It, See It” campaign.
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