Golf’s PGA Tour has renewed its long-standing marketing partnership with brewing giant Anheuser-Busch.
The new deal designates Anheuser-Busch’s Michelob Ultra brand of lager as the official beer sponsor of both the PGA Tour and the PGA Tour Champions until at least 2020.
Michelob Ultra, a tour sponsor since 2002, will continue to have a presence at more than 45 tournaments across the PGA Tour, PGA Tour Champions and the Web.com Tour, the PGA Tour’s developmental circuit.
The brand’s activation plans include on-site product samplings, a mobile beer bar, PGA Tour-branded bottles and packaging, and the Ultra Club, a hospitality venue that will feature at five tournaments this year having previously been present only at The Players Championship.
“Michelob Ultra is proud to continue its designation as the official beer sponsor of the PGA Tour,” said Eelco van der Noll, the 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.”
The PGA Tour continues this week with the Valero Texas Open at TPC San Antonio.