For the last five years, Michelob ULTRA and FCB have pushed the boundaries of sports, technology, and entertainment. From surrounding the NBA court with digital fans during the Covid lockdowns, making John McEnroe play himself in a one-hour tennis match on ESPN, and giving a blind fan a chance to live comment an NBA playoff game, to creating the most legendary Formula 1 race of all time – this partnership is redefining how brands can use innovation to create consumer experiences for the future. This session will reveal how Michelob ULTRA and FCB have led their teams in the daily battle of doing the impossible, the hiccups along the way, and the glory at the end of the tunnel.