Anheuser-Busch renews partnership with PGA TOUR

May 03, 2010
PGA TOUR staff

PONTE VEDRA BEACH, Fla. and ST. LOUIS -- The PGA TOUR and Anheuser-Busch, Inc. announced on Monday an extension of their longstanding marketing partnership by three years. As part of the agreement, Michelob ULTRA is the "Official Beer of the PGA TOUR" and O'Doul's the official non-alcohol brew, both through 2013. Anheuser-Busch has been an official marketing partner of the PGA TOUR since 1994.

Through this partnership, Anheuser-Busch, with the support of wholesalers, will continue to sponsor more than 40 PGA TOUR, Champions Tour and Nationwide Tour events. Where legal, Michelob ULTRA's sponsorship includes rights to local market co-promotions with retailers and media outlets, customer hospitality programs, and the "Michelob ULTRA 19th Hole," which has become a highlight of the tournament experience for adult fans.

Michelob ULTRA will continue to advertise in PGA TOUR broadcasts and utilize the PGA TOUR's TPC Network of Clubs for hospitality programs.

"The partnership provides numerous opportunities for Michelob ULTRA to reach the PGA TOUR's passionate and supportive fan base and we look forward to continuing to build these connections," said Mark Wright, vice president of media, sports & entertainment marketing, Anheuser-Busch. "Whether you are a dedicated student of the game or someone who just enjoys a nice day on the course, we all look forward to celebrating the round at the 19th hole."

To commemorate Michelob ULTRA's continued support of the PGA TOUR, adult consumers in certain states can receive a free sleeve of Bridgestone golf balls with the purchase of an 18-pack of Michelob ULTRA through May 24. In 2010, Anheuser-Busch will also support the "Patriots' Outpost" at select events. The Patriots' Outpost, one component of the national Birdies for the Brave initiative, provides members of the military and their guests with access to a hospitality location with complimentary food and beverage, which will include donated Michelob ULTRA products.

"We're very pleased to continue our longstanding relationship with Michelob ULTRA, a beer with deep roots in the golfing community," said Tom Wade, Chief Marketing Officer of the PGA TOUR. "Throughout our 16 years together, Anheuser-Busch has leveraged the partnership and continually demonstrated its creativity through the TOUR-related consumer campaigns and advertising."