Michelob ULTRA brings nostalgia and joy with NBA JAM collab

Michelob Ultra NBA All-Star offering, photo provided by Michelob Ultra
Michelob Ultra NBA All-Star offering, photo provided by Michelob Ultra /

As the NBA celebrates 75 years of drives to the basket, shots from the outside and buzzer beating victories, Michelob ULTRA wants to toast the past, present and future of basketball greatness. Even as the “Boomshakalaka” takes over the loud speaker, that feeling of joy for the sport that people love is the sentiment that lingers long after the clock ticks to zero. During the NBA All-Star 2022 celebration, the official beer partner of the NBA is ready to toast all the greatness on and off the court.

To add a little extra to the NBA All-Star 2022 events, Michelob Ultra is taking a virtual and in person approach to this year’s celebration. In addition to hyping the festivities in Cleveland, the beer brand has brought a taste of the 90s iconic video game, NBA JAM, to the event. From those who can recall 1993 to others who are discovering the 90s vibe for the first time, the idea is to bring delight to all.

While three-time NBA champion and seven-time All-Star James Worthy said, “There is something special about NBA JAM and the power it had to bring real joy to so many people over the years.” That sentiment is just part of the connection. As Ricardo Marques, Vice President of Marketing, Michelob ULTRA, said, “No video game displayed the joy of basketball quite like NBA JAM, from its iconic catchphrases to 2-on-2 gameplay or flaming balls; as a brand that champions the joy of the NBA, it made perfect sense for us to team up with this iconic franchise during NBA All-Star that celebrates the history of the NBA.”

This activation encourages everyone to “Enjoy it Like It’s 1993.” The limited edition, branded cans that capture the visuals from the classic NBA JAM game. From the bold colors to the graphics, it is a step back in time yet perfectly on trend for the occasion. The special cans will be available at some Cleveland bars as well as Rocket Mortgage FieldHouse.

Also, the beer brand is giving fans the opportunity to transform themselves into that NBA JAM avatar, purchase a variety of merchandise and various other promotions that have everyone heating up the experience.

The NBA All Star Weekend runs February 18 through February 20. Michelob Ultra is a NBA official beer partner.