Michelob ULTRA Brings Back the Spirit of 1980 with a 'Miracle on Ice' Event

Michelob ULTRA Revives the 'Miracle on Ice'

On January 15, 2026, Michelob ULTRA will take sports fans on a nostalgic journey back to 1980 with its event 'Run Back the Miracle,' an immersive homage to the iconic 'Miracle on Ice' game. This special event will be held at the Herb Brooks Arena in Lake Placid, a venue that holds deep significance in U.S. sports history. Here, fans will have a chance to celebrate the enduring spirit of American competition by experiencing a reimagined version of this pivotal moment in Olympic history.

Michelob ULTRA, recognized as America's top-selling beer, will harness cutting-edge technology to recreate the scene using a blend of high-definition holograms, full-surface ice projection, and archival footage. The intention is to bring back the electrifying atmosphere of that legendary hockey game in which the U.S. men's ice hockey team triumphed over the seemingly insurmountable odds against the Soviet Union, securing a place in sports lore.

Jim Craig, the goaltender from the 1980 U.S. Olympic team, expressed his enthusiasm about being part of this remarkable event. "When I heard Michelob ULTRA set out to pay tribute to this defining moment in U.S. sports history, I jumped at the opportunity. I’m excited to relive that experience and rally fans to support Team USA Hockey for the upcoming Olympics this February," Craig said.

Event Highlights

Attendees will have the opportunity to meet original members of the 1980 U.S. Olympic Men's Ice Hockey Team, adding a personal touch to the event. Fans aged 21 and over can sign up for the experience online, but spots are limited, encouraging quick action to secure a place.

Michelob ULTRA’s 'Run Back the Miracle' is more than just a commemorative event; it is part of a larger campaign celebrating Team USA. This campaign will feature brand initiatives including Team USA-sponsored content, new advertisements with prominent Olympians, and themed product packaging. Ricardo Marques, the Senior VP of Marketing for Michelob ULTRA, underscored the importance of Olympic moments in uniting the nation, stating, "Few moments bring the country together like the Olympic and Paralympic Games. As the Official Beer Sponsor of Team USA, we are proud to support our athletes and fans alike."

Partnership and Sponsorship

Ahead of the 2026 Olympic and Paralympic Winter Games in Milano Cortina, Michelob ULTRA has become a first-time sponsor of USA Hockey. As enthusiasm for hockey continues to surge in the U.S., USA Hockey's assistant executive director, Tony Driscoll, remarked on the significance of having a well-known brand like Michelob ULTRA join their ranks as a partner.

Additionally, Michelob ULTRA is spotlighting two rising stars in the ice hockey world—St. Louis natives Brady and Matthew Tkachuk—who will make their Olympic debuts as part of Team USA. They shared their excitement for representing their country and connecting with fans through this partnership.

Continued Engagement

Michelob ULTRA aims to enhance the sports fan experience with more initiatives leading up to and during the Olympic season. These include promotional activities encouraging viewers to tune in to Olympic coverage, along with special events that promote U.S. Olympians in various sports.

As part of this broader promotional strategy, Michelob ULTRA will be running advertisements featuring some of Team ULTRA's top athletes, including Breezy Johnson (Alpine Skiing) and Kaysha Love (Bobsled). These Olympians are expected to feature prominently across multiple digital platforms as part of the brand's campaign to elevate the relationship between fans and athletes.

Final Thoughts

With 'Run Back the Miracle', Michelob ULTRA not only commemorates a historic sports event but also strives to create a bridge connecting past Olympic glory with future competitions. This extraordinary event offers hockey enthusiasts and casual fans alike a rare opportunity to celebrate teamwork, sportsmanship, and the spirit of competition that unites all Americans as they embark on the road to the 2026 Olympic Games.

As fans gear up to support Team USA, Michelob ULTRA remains committed to celebrating not just their athletes, but also the spirit of competitive drive that propels them to greatness. As their slogan suggests—"Superior is Brewed Here"—the brand shows its dedication to excellence in both sports and brewing, ensuring that Ahneuser-Busch's tradition of quality continues to thrive in every cold bottle shared between fans.

For more information regarding this event, fans can visit MichelobULTRA.com or follow their social media channels for updates on the upcoming festivities surrounding the Olympic Games.