#292: Ricardo Marques, Michelob Ultra - Inside the Olympic Playbook: How Michelob Ultra Activates Global Sports Moments

Ricardo Marques, SVP of Marketing at Michelob Ultra, joins the show to unpack how one of the world’s most visible consumer brands approaches tent-pole sports moments. With 2026 packed full of global events, including the Winter Olympics and major international competitions, Marques shares how the brand built a year-long strategy centered on showing up alongside fans as they support Team USA.

In the conversation, he breaks down the thinking behind Michelob Ultra’s Olympics activation — from early-stage planning and athlete partnerships to immersive fan experiences like the Lake Placid celebration and the Ultra Summit in Park City. Marques explains how the team balances large-scale brand storytelling with real-time content, retail impact, and authentic athlete relationships, all while operating more like a newsroom than a traditional marketing department.

He also reflects on what defines success for a global sports campaign, how technology and live experiences are reshaping brand engagement, and why starting with a bold vision is critical when executing at Olympic scale. The discussion offers a behind-the-scenes look at how modern brands integrate culture, sport, and entertainment to stay relevant with today’s fans.

Podcast Chapters:

02:39 Strategic Decisions Behind the Winter Olympics Activation

05:11 Authenticity in Athlete Partnerships

07:54 The Ultra Summit Experience

10:23 Defining Success in Major Activations

13:13 Future Strategies and Lessons Learned