Michelob Ultra
10-Day Contract
The NBA contract made for a fan to sign
Michelob Ultra, the official beer of the NBA, offers live experiences to fans through its Superior Access platform—always looking for new ways to bring them closer to the game.
Problem
In the NBA, access is a privilege reserved for the few - players, coaches, insiders.
Even the biggest fans are left watching from the couch.
Idea
The NBA has a little-known rule: any team can sign a player - any player - to a 10-day contract.
It’s usually used to test young prospects or cover injured rosters… but technically, anyone can sign one. So Michelob Ultra did what no brand had ever done: we used that rule to bring a fan onto the team.
In partnership with the Atlanta Hawks and elite trainer Chris Brickley, we signed Matthew Hill, a lifelong NBA superfan, to a real 10-day NBA contract.
For ten unforgettable days, Matthew lived the NBA dream:
training at the Hawks facility, traveling with the team, walking through the tunnel, joining practice, getting recovery - and yes, even hitting the ice bath.
It wasn’t just front-row access. It was full-blown immersion. Because for those 10 days, he wasn’t watching the game. He was living it. And became the first fan ever to sign the Michelob Ultra 10-day contract.
Impact
The 10-Day Contract didn’t just raise the bar for fan experiences - it rewrote the playbook.
It turned a forgotten clause in the NBA rulebook into a cultural moment that took over headlines, timelines, and locker rooms.
And it proved that with Michelob Ultra, passion really does get you in the game.
Not just courtside. Team side.
