Legendary American brewer joins Austin FC as Official Domestic Beer Partner with Michelob Ultra brand
AUSTIN, Texas - Austin FC, the 27th Club in Major League Soccer (MLS), announced today that it has entered into a new partnership with Anheuser-Busch, the leading domestic brewer in the country. The agreement sees the Anheuser-Busch brand Michelob Ultra, the fastest growing beer brand in the U.S., become Austin FC’s official Domestic Beer Partner, extending further Michelob Ultra’s support for soccer in North America. Brown Distributing, based in Austin and serving the Austin community for over 50 years, also becomes a Partner of Austin FC through its official distribution agreements with Anheuser-Busch.
“Anheuser-Busch and Michelob Ultra are iconic brands with a rich heritage, and we are pleased to welcome Anheuser-Busch and Brown Distributing into the growing portfolio of distinguished Austin FC partners,” commented Andy Loughnane, President of Austin FC. “Anheuser-Busch and Austin’s Brown Distributing share our vision to bring people together and strengthen our community, and we look forward to working closely with our newest partners to fulfill those important objectives.”
“Austin is passionate about sports, music and culture,” said Christina Costello, Senior Director, Marketing, Anheuser-Busch. “We know the community is going to bring that fervor to Austin FC. Ultra is a champion in the beer industry, and we’ll be rooting for Austin FC to be a champion in MLS.”
“We are thrilled and honored to be part of the first major league team in Austin. Austin FC will bring a whole new level of fun and excitement to our city,” said Laurie Brown, VP of Brown Distributing.
The Austin FC and Anheuser-Busch marketing partnership will begin with a three-part video series, published on Austin FC’s social media channels, showcasing iconic bars and restaurants in Austin. Produced by Austin FC, the series will feature beloved Austin establishments, celebrating the role each has played in helping “Grow The Legend” of Austin, a city famed worldwide for its hospitality, food and culture. Looking ahead to Austin FC’s inaugural season in 2021, Michelob Ultra branding will feature in Austin FC’s stadium. Austin FC and Michelob Ultra will also run a number of fan-focused activations, starting later this year.