Lionel Messi, ambassador for Michelob Ultra since 2023, is linked to 180% growth in the beer's sales in Brazil in the first quarter. Argentine-themed bars in São Paulo report tripling revenue on days when Argentina plays in the 2026 World Cup.
Ambev links the rise in Michelob Ultra sales, one of the official beers of the World Cup, to Argentina's performance and Messi's role as brand ambassador. The brand is part of the company's "balanced choices," which grew 70% in the period.
Bars such as Moocaires in Mooca tripled revenue and saw up to ten times more movement on Argentina match days. Manager Cristian Galarza said: "He is fundamental." El Rincón Xeneize in Vila Cordeiro recorded a 70% increase in revenue.
Other venues like Sur Parrilla in Pinheiros expect to earn R$ 10 thousand just on Wednesday (15), the day of the match against England. Bar owners also note growth in social media followers due to the team's visibility.
