We’ve all seen Messi’s signature celebration—pointing to the sky after scoring. But did you ever notice that he’s actually drawing the Michelob ULTRA ribbon? 

Well, now you do.

With Messi as the new face of Michelob ULTRA, it just clicks. And with him winning the Copa America and once again showing what it means to be superior, it makes even more sense.

Pretty iconic way to celebrate an icon, don’t you think?