Creative Transformation Festival now Live

Explore our new sections and topics

Moving toward a sustainable future: The innovation and transformation of the food industry

Kees Kruythoff

chairman and chief executive officer

Sir Martin Sorrell

founder & executive chairman

Michelob Ultra becomes official beer brand of Virgin Sport

Michelob Ultra becomes official beer brand of Virgin Sport

Virgin Sport has named AB InBev-owned brand Michelob Ultra as its official beer partner in a three-year deal spanning the Hackney Festival of Fitness & Hackney Half, Asics London 10K, and Oxford Half marathon.

The partnership, broked by FCB Inferno, seeks to prove that keeping fit and having fun needn’t be mutually exclusive with the light beer brand containing a paltry 79 calories, providing the perfect pick-me-up for runners.

Jessica Frey, chief executive officer, Virgin Sport said: “We’re delighted to welcome Michelob Ultra to the Virgin Sport partner family. We believe that keeping fit and having fun go hand-in-hand.”

Heena Kankali, senior brand manager at Michelob Ultra added: “We’re really excited to kick-off this multi-year partnership with Virgin Sport. Michelob Ultra is the ideal choice for those who lead a physically and socially active lifestyle. With Virgin Sport we’ve found a partner who shares our values and together we can connect with kindred spirits who want to live fit and live fun.”

Under the deal runners will receive a glass of Michelob Ultra beer alongside their medal at the finish line allowing them to celebrate in style.

Virgin Sport specialises in organising festivals which put the 'fun' back into sport.