“Play games without the fans? Nah, it’s impossible. I ain’t playing.” 

— LeBron James, March 6, 2020

When COVID-19 sent the 2020 sports season into a tailspin, Michelob ULTRA partnered with Microsoft and the NBA to reinvent live viewing forever. Michelob ULTRA transformed its title sponsorship of the NBA into an unprecedented brand integration, content creation machine, spanning 124 events and hours of NBA coverage. 

Michelob ULTRA Courtside was a first-of-its-kind virtual experience that completely redefined live sports viewing as we know it. 

An immersive experience designed for fans and players alike, groundbreaking technology brought fans Courtside via Microsoft’s never-before-seen Together Mode and a ring of 17-foot LED screens that created a virtual “crowd.” 

Depending on the night, virtual stands were filled with first responders, adoptable dogs, and fans “sitting” next to the likes of Lil Wayne, Shaq, and other celebrities. Players loved it and were compelled to interact with the crowd.

Unlike anything the sports industry or live broadcasting had seen, Courtside changed the game forever.