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Michelob Ultra × World Cup: A Launch Party With a Soccer-Ball Stage

Case study · Produced for Wilsbach Distributing · Hershey Lodge, Hershey, PA

Custom soccer-ball stage built by Klock Events for the Michelob Ultra FIFA World Cup launch at the Hershey Lodge

The event

When Michelob Ultra became a global sponsor of the FIFA World Cup, Wilsbach Distributing — the region's Anheuser-Busch wholesaler — wanted a launch party that made the partnership impossible to miss. The room had to say "World Cup" the moment guests walked in. So we didn't put the brand on a screen and call it a day.

We built the stage as a soccer ball

The centerpiece was a custom round stage designed and dressed as a giant soccer ball — white hex paneling, stair access, skirted base — ringed by Michelob Ultra banners and washed in the brand's blue. Speakers presented literally standing on the concept. Around it: LED screens carrying tournament and brand content, branded lighting looks across the room, and staging for product displays and giveaways, down to Michelob Ultra-branded soccer balls at the tables.

Speaker presenting on the soccer-ball stage at the Michelob Ultra World Cup launch produced by Klock Events

The venue

The launch filled a hall at the Hershey Lodge — Pennsylvania's largest convention resort and a room we know well, fifteen minutes from our Harrisburg shop. Big open floor, banquet rounds, buffet stations, and clear sightlines to the ball from every seat.

What Klock delivered

  • Custom stage design and fabrication — the soccer-ball centerpiece
  • LED video and screen content support
  • Brand-matched lighting design across the hall
  • Audio system and program support for speakers
  • On-site crew, load-in through strike

Michelob Ultra branded soccer ball at the World Cup sponsorship launch event

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