Michelob Ultra is committing $100 million over the next five years to increase visibility of women’s sports through:
- Dedicating 50% of its lifestyle media inventory to content that features and promotes female athletes and women’s sports by 2025
- Representing female and male athletes equally in all advertising creative moving forward.
- Ensuring equal representation of female and male athletes on Team Ultra talent and influencer roster
The new commitment is important step in insuring women’s sports eceive the same level of coverage in the media, which is a critical factor in ensuring that female athletes are paid equally. It builds upon the brand’s efforts over the past 18 months to elevate women athletes, including becoming the official beer sponsor of the WNBA and increasing female representation on the Team Ultra talent and influencer roster by signing athletes like Serena Williams and Alex Morgan.
To encourage people across the U.S. to join in helping increase the visibility of female athletes, Michelob Ultra is asking fans to “Save It, See It.” Starting on Women’s Equality Day, August 26, Michelob Ultra is advocating for greater equality and enjoyment in sports by encouraging people to hit “save” on women’s sports highlights on social media. Tapping the save ribbon on content featuring female athletes is a first step in creating more visibility in women’s sports. The more people hit save, the more they’ll see women’s sports.