Get ready to enjoy some low-carb faintly-yellow liquid that, for somewhat tenuous reasons, is positioning itself as a wellness brand. Yes, Michelob Ultra is now the official title sponsor of all 2024 GFNY cycling races and marathons in the US.
We’ve been told that Michelob Ultra is “the second fastest growing beer in the country that champions active enjoyment,” but we’re not sure if it’s the second fastest growing beer in the country AND it champions active enjoyment, or if it’s the second fastest growing beer out of the brands that champion active enjoyment. Honestly, we don’t even know what active enjoyment means, and we’ve written it so many times in the past two sentences that it’s reached semantic saturation and the words no longer look real.
GFNY told us, “This exciting collaboration brings together two entities dedicated to promoting an active lifestyle, passion for cycling, and a commitment to supporting athletes from all walks of life.”
What Michelob Ultra Brings to the Table
Think this is just a case of slapping a logo on a banner and calling it a day? Wrong! You’ll see the Michelob Ultra logo slapped on way more things than a banner, including:
Michelob Ultra Finish Festival: At each GFNY event, participants and supporters will have the opportunity to celebrate their achievements at the Michelob Ultra Finish Festival. Not sure what this actually entails, but presumably you can get a beer in this bit.
Exclusive Michelob Ultra Merchandise: Bored of standard Michelob Ultra merch? Friends mocking you for your normie ass Michelob Ultra t-shirt and baseball cap? Limited-edition Michelob ULTRA and GFNY co-branded merchandise will be available for purchase.
Media and Marketing Collaboration: Michelob ULTRA and GFNY will collaborate on marketing and media initiatives. Alright?
Some Quotes
“This partnership represents a shared commitment to promoting a healthy and active lifestyle,” says GFNY President Lidia Fluhme. “And we believe that Michelob ULTRA’s support will enhance the overall experience for our participants, making GFNY even more memorable for everyone involved.”
“Michelob ULTRA’s sponsorship of GFNY reaffirms the brand’s dedication to supporting endurance sports events that celebrate personal achievement and the joy of an active lifestyle. The partnership with GFNY signifies a step forward in promoting wellness and community engagement through cycling.”
GFNY races in the US in 2024 include among others the GFNY World Championship in New York City in May, a new GFNY Miami in April, and the GFNY Marathon Sebring in October.