2023 Nominee ✨
  • Best Brand Experience or Activation
  • Most Creative Partnership
  • Best Use of Culture, Music, or Entertainment




As the beer that stands for superior enjoyment, we chose the ultimate moment of superior enjoyment in sports—the NBA All-Star Game. Michelob ULTRA collab’d with NBA Jam to transport fans back in time and enjoy it like it’s 1993 with limited-edition Jam cans.

How does this represent “Excellence in Engagement”?

With the NBA also celebrating its 75th anniversary in 2022, it was the perfect chance for ULTRA to tap into NBA nostalgia to get people talking about the brand and enjoying a beer.

By All-Star Weekend, Boom Shaka Laka’s had reached over 450 million fans in and outside the city, igniting the internet on fire and cementing Michelob ULTRA as an NBA sponsor that didn’t just resonate with fans, but empowered them to relive one of basketball’s greatest eras.


  • Build brand love through social conversation and PR coverage.
  • Drive sales on the ground in Cleveland during NBA All-Star Weekend.

Strategy & Execution

Of all sports, the NBA is the most associated with joy – from the style of play, to the culture around the sport, enjoyment shines through. And no moment encapsulates that joy into one weekend like NBA All-Star Weekend. So, as the beer champion of joy, Michelob ULTRA partnered with NBA Jam to bring enjoyment to All-Star Weekend.


  • Wieden + Kennedy
  • draftLine
  • AB Media
  • 3PM
  • 160/90
  • Synergy
  • AB InBev – Michelob ULTRA


Ricardo Marques
VP Marketing
Michelob ULTRA

Talita Andrade
Head of Brand Communications
Michelob ULTRA

Miles Ritenour
Sr. Director, Digital & Earned Media Marketing
Michelob ULTRA

Celebrate in NYC

Join us for the 5th Hashtag Sports Awards™ on the evening of June 14, 2023 as we celebrate finalists and reveal the winners of this year's awards live during the show.