The Michelob ULTRA Summit has won Best Sports Tie-in/Sponsorship Activation at the 2026 Experiential & Event PR Awards from PRNEWS and Chief Marketer. The activation also received honorable mentions in two additional categories: Best Olympic Tie-In/Sponsorship Activation and Best Overall PR Event/Experiential Campaign (B-to-C).
As the Official Beer Sponsor of Team USA and USA Hockey, Michelob ULTRA built the Summit at Canyons Village in Park City, Utah, running February 19–22, 2026, to coincide with the closing weekend of the Milano Cortina Winter Olympics — giving fans who couldn’t make the trip to Italy something just as extraordinary. The activation spanned two elevations: a four-day public Olympic village at the base of the mountain, and an invite-only summit takeover at 8,000 feet for closing weekend. Sparks served as lead experiential agency partner, guiding concept, creative, design, fabrication, and on-site execution.
The activation earned its first industry recognition earlier this year at the Ex Awards, presented by Event Marketer, taking Best Olympic Activation in the category’s inaugural year. Sparks and Michelob ULTRA are grateful for the recognition from both programs.
