Celebrations for the New York Knicks’ 2026 NBA championship continue even as the new season kicks off in less than a week.
In recognition of the historic moment, Michelob Ultra is now debuting a comprehensive multi-channel campaign celebrating a triumph 53 years in the making, building on its role in the team’s summer championship celebration.
Running across the city’s five boroughs, Michelob Ultra’s NBA Tip-Off campaign from AB InBev’s in-house agency, draftLine, includes select bartenders receiving limited-edition bottle openers containing pieces of the Knicks’ 2026 NBA Finals court. Meanwhile, Knicks legends Earl Monroe and John Wallace will surprise them and thank them for their role throughout the championship run.
Fans looking to get their hands on the limited-edition bottle openers can enter for a chance to win them, with opportunities starting on October 19 through Michelob Ultra’s Superior Access platform.
Additionally, debuting October 20 during the Knicks’ opening game, a new film from Wieden + Kennedy, Beer of Champions, will air on NBC, celebrating the championship run ahead of the banner-raising at MSG.
For fans who want to enjoy a Knicks game at home with a cold one, limited-edition New Knicks cans and aluminum bottles featuring the team logo and NBA Championship trophy are available, with Michelob Ultra’s red ribbon transformed into a championship banner.
Finally, New Yorkers out and about can catch the celebratory glow as the campaign appears in prominent locations across the city, including around Madison Square Garden, Penn Station, and Times Square.
As the NBA’s official global beer partner, Michelob Ultra’s celebration of the Knicks’ championship serves as a local accompaniment to the brand’s league-wide efforts. The NBA recently unveiled its new court designs for all 30 teams, which also feature Michelob Ultra ad placements at the end of the court for its in-season tournament, the Emirates NBA Cup.
