Michelob Ultra Is Giving 95 Beer Lovers a Chance to Run the NYC Marathon

Michelob Ultra is making its fans consider a wild question: How far would you run for an ice-cold beer? For those who’d run 26.2 miles (yes, that’s a full marathon), the brand has a unique opportunity: it’s continuing its partnership with the TCS NYC Marathon this year, giving 95 runners a coveted spot in the November 4 race.

The brand launched this effort for the first time in 2017 but wants to continue to push its message that Michelob Ultra is a beer for active people who still want to enjoy drinks with friends after work or on the weekends. The contest simply asks entrants to explain why they want to join the team and what they do to make their runs fun.

“Michelob Ultra has always focused on celebrating the active, balanced lifestyles of our drinkers, and we’re committed to creating opportunities—like Team Ultra—to further this through our partnerships,” said Azania Andrews, vp, Michelob Ultra.

Another perk for those selected: This year, the brand scored the 2017 TCS NYC Marathon women’s winner Shalane Flanagan to coach the beer-loving crew.

If you don’t recognize Flanagan from her historic 2017 marathon win, you might remember her form one of Michelob Ultra’s two Super Bowl ads this year. One spot featured a slew of famous faces (including Chris Pratt) singing along to the song “I Like Beer” while doing some intense physical activity. Flanagan is, of course, running in the spot.

“As the 2017 TCS NYC Marathon women’s winner and a self-proclaimed beer lover, Shalane was the perfect choice to coach Team Ultra, and her commitment to living a balanced lifestyle is the true embodiment of our brand,” Andrews added.

This year, Michelob Ultra will also partner with nonprofit organization Achilles International, which works closely with disabled athletes. Runners from the organization will work closely with Michelob’s Team Ultra (the 95 marathon runners) throughout the training process.

In the weeks leading up to the race, the brand will roll out some out of home work in suport of its team of runners and all marathon runners. Michelob Ultra will also have an experiential activation at the race’s official expo.

Those interested in applying can check out the entry process here; applications close July 2.

Katie Richards

@ktjrichards

Katie Richards is a staff writer for Adweek.