PGA TOUR and Michelob ULTRA extend sponsorship
April 17, 2017
By Staff, PGATOUR.COM
- April 17, 2017
- (Robert Laberge/Getty Images)
PONTE VEDRA BEACH, FL – The PGA TOUR and Anheuser-Busch today announced an extension of their longstanding marketing relationship that continues Michelob ULTRA’s designation as the “Official Beer Sponsor of the PGA TOUR and PGA TOUR Champions” through 2020.
Michelob ULTRA, which first became an official sponsor of the PGA TOUR in 2002, will maintain a significant presence at more than 45 tournaments on the PGA TOUR, PGA TOUR Champions and Web.com Tour. New stops in 2017 include the World Golf Championships-Dell Technologies Match Play in Austin, Tex., and the Presidents Cup at Liberty National in Jersey City, N.J.
“Michelob ULTRA is proud to continue its designation as the official beer sponsor of the PGA TOUR,” said Eelco van der Noll, Vice President, Experiential Marketing at Anheuser-Busch. “It allows us to interact with golf fans across the country and provide unique experiences only Michelob ULTRA can bring.”
In addition to continuing its robust sampling program, Michelob ULTRA will be expanding its onsite fan engagement by adding more tournament stops for its popular mobile Build-a-Bar, a 40-foot high-end beer selling station featuring plasma screens and a rooftop viewing area. Also, the ULTRA Club, a vibrant, upgraded hospitality venue that until now has been present exclusively at THE PLAYERS Championship, will be activated at five tournament locations in 2017.
“Through more than 15 years as a PGA TOUR sponsor, Michelob ULTRA has been extremely creative and effective in maximizing our relationship by developing consumer programs and campaigns that fully engage golf fans, both on and off the golf course,” said Brian Oliver, Senior Vice President of Sponsorship and Partnership for the TOUR. “We are extremely pleased to announce the extension of this terrific relationship and look forward to continuing our collaboration with such a valued partner.”
Beginning this year, Michelob ULTRA will also introduce custom PGA TOUR bottles and packaging at select locations in tournament markets. ULTRA also is the exclusive beer partner of Twitter’s PGA TOUR Amplify and streaming of PGA TOUR LIVE.
As part of the renewal, O’Doul’s will also continue to serve as the “Official Non-Alcohol Brew of the PGA TOUR and PGA TOUR Champions.”