When Team USA fans couldn’t make it to Milan, we brought the closing weekend of the Olympic Winter Games to Park City. Now the Michelob ULTRA Summit is an award winner at Chief Marketer’s 2026 Campaigns of the Year, taking Best Event / Experiential Campaign (B2C) and Best Sports Tie-In / Activation, plus an honorable mention for Best Experiential Activation or Pop-Up Campaign.
We’re honored to be recognized by Chief Marketer, whose program celebrates campaigns that bring strategy, creativity and execution together to drive business outcomes.
For the closing weekend of the Milano Cortina Winter Olympics, we partnered with Michelob ULTRA, Official Beer Sponsor of Team USA, to bring the celebration to Canyons Village at Park City, Utah. From February 19-22, a public village at the base of the mountain hosted watch parties, Olympic games and nightly programming. One night at 8,000 feet, an invite-only takeover brought back night skiing, an archive exhibit from the United States Olympic & Paralympic Committee and a live performance by Kygo.
It’s the third awards program to recognize the Summit this year, following Best Olympic Activation at the Ex Awards and Best Sports Tie-in/Sponsorship Activation at the Experiential & Event PR Awards.
Congratulations to the entire Sparks team, and thank you to our partners at Michelob ULTRA.
