Case Study: Michelob ULTRA brings Team USA’s Olympic celebration to Park City with Sparks

Michelob ULTRA launches Team USA Summit in 4 days with Sparks

Michelob ULTRA, the Official Beer Sponsor of Team USA, sought to create a significant fan experience to celebrate the closing of the Milano Cortina 2026 Winter Olympic Games. Their challenge was to bring the spirit of the Games home with an activation that could engage both the public and key invitees. They partnered with the experiential agency Sparks to handle the strategy, creative, design, and execution.

Sparks designed and produced the ULTRA Summit at Park City, a dual-elevation activation featuring a public village and an exclusive summit takeover. The solution included watch parties, interactive games, a live performance, and a custom-lit night ski run. The program was highly successful, earning Sparks and Michelob ULTRA significant industry recognition, including winning the inaugural Best Olympic Activation category at the 2026 EX Awards, two PRNEWS awards, and two Chief Marketer Campaigns of the Year Awards.

Michelob ULTRA