Michelob ULTRA and PGA TOUR extend sponsorship

2010 Getty Images
SAN MARTIN, CA - OCTOBER 16: Fans enjoy a beer and golf at the Michelob Ultra Truck during the third round of the Frys.com Open at the CordeValle Golf Club on October 16, 2010 in San Martin, California. (Photo by Robert Laberge/Getty Images)
November 18, 2013

PONTE VEDRA BEACH, Fla. and ST. LOUIS – The PGA TOUR and Anheuser-Busch, which has participated in the TOUR’s Official Marketing Partner program since 1994, today announced a multi-year sponsorship that will see Michelob ULTRA continue as the “Official Beer of the PGA TOUR.”

Michelob ULTRA continues to maintain a strong presence on the PGA TOUR, Champions Tour and Web.com Tour, activating at more than 55 tournaments through the support of its wholesalers.

“As one of our longest-tenured sponsors, Michelob ULTRA has introduced a number of successful programs and advertising campaigns built around the TOUR relationship,” said Jay Monahan, Chief Marketing Officer of the PGA TOUR. “Next year marks the 20th anniversary of our relationship with Anheuser-Busch, and we’re delighted that it also marks the beginning of our new agreement.”

“The PGA TOUR has been one of our premier sponsorships for nearly two decades, and we are thrilled to have Michelob ULTRA continue as its official beer sponsor,” said Blaise D’Sylva, Vice President, Media, Sports and Entertainment Marketing, Anheuser-Busch. “We will continue to leverage Michelob ULTRA’s sponsorship to grow our brand by connecting with beer drinkers through dozens of marquee events every season.”

Over the years, Michelob ULTRA has utilized the PGA TOUR relationship to launch consumer promotions such as the ULTRA Foursome, a four-day trip to four of the nation’s top golf courses, and to entertain retailers through premium hospitality facilities. Key activations at tournaments currently include the Michelob ULTRA 19th Hole, a patio hospitality space, and the newly introduced Michelob ULTRA Build-A-Bar, a high-end, 40-foot beer selling station featuring plasma screens and a rooftop viewing area.

As part of the renewal, O’Doul’s will continue to serve as the “Official Non-Alcohol Brew” of the PGA TOUR” as well.