Virgin Sport announces Official Beer Partner: Michelob ULTRA

Virgin Sport and Michelob ULTRA today announce a partnership to champion living fit and living fun, for those who lead an active, balanced lifestyle.

Jessica Frey, CEO, Virgin Sport, said: “We’re delighted to welcome Michelob ULTRA to the Virgin Sport partner family. We believe that keeping fit and having fun go hand-in-hand.”

The three-year partnership establishes Michelob ULTRA – the superior light beer with 79 calories and a crisp, clean taste – as Virgin Sport’s OFFICIAL BEER PARTNER across its mass participation event series: Hackney Festival of Fitness & Hackney Half, ASICS London 10K, and Oxford Half.

Heena Kankali, senior brand manager, Michelob ULTRA, said: “We’re really excited to kick-off this multi-year partnership with Virgin Sport. Michelob ULTRA is the ideal choice for those who lead a physically and socially active lifestyle. With Virgin Sport we’ve found a partner who shares our values and together we can connect with kindred spirits who want to live fit and live fun.”

The first Michelob ULTRA event with Virgin Sport, will be the Hackney Festival of Fitness, the UK’s largest outdoor fitness festival, taking place on Hackney Marshes between 17th and 19th May 2019. A three-day line-up of fitness classes, music, food and beer culminates with 25,000 people running the Hackney Half marathon on Sunday 19th May.

Visitors to the Hackney Festival of Fitness will also be invited to the Michelob ULTRA Lounge to warm down and bring the fun-up after a workout or simply hang out with friends and soak up the festival atmosphere.

On Hackney Half race day (Sunday 19th May), every finisher will receive a refreshingly crisp Michelob ULTRA beer alongside their medal – the perfect way to celebrate after a high-tempo run through one of London’s most vibrant and creative boroughs.

Leading up to each event, Michelob ULTRA will be hosting training runs and rest day socials – meaning runners can enjoy a beer while keeping to their training schedule.

With 45% less calories than most other premium lagers and 3.5% ABV, Michelob ULTRA is ideal for people who want to enjoy a refreshing beer with friends, while still living a balanced, active lifestyle. A beer for those wanting to work out and go out, it sits perfectly alongside Virgin Sport’s ethos of getting fit while having fun.