PGA TOUR and Michelob ULTRA Extend Sponsorship

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 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.”

About Michelob ULTRA

Introduced in 2002, Michelob ULTRA is currently the fastest growing beer brand in the United States by share. With just 95 calories, 2.6 carbs and an exceptional taste, it is the superior light beer that celebrates the active, balanced lifestyles of its drinkers that includes both working out and going out. Brewed for those that go the extra mile, Michelob ULTRA’s choice of grains and extended mashing process leads to its refreshing taste and fewer carbohydrates. It is brewed with the finest barley malt, rice, all-imported hops and a pure-cultured yeast strain, all of which reflect Anheuser-Busch’s commitment to brewing quality. For more information, visit


The PGA TOUR is the leading global platform in professional golf, showcasing the highest expression of excellence, both on and off the course. The PGA TOUR’s mission is to entertain and inspire its fans, deliver substantial value to its partners, create outlets for volunteers to give back, generate significant charitable and economic impact in the communities in which it plays, grow and protect the game of golf and provide financial opportunities for TOUR players.

The PGA TOUR co-sanctions more than 130 tournaments on the PGA TOUR, PGA TOUR Champions, Tour, PGA TOUR Latinoamérica, Mackenzie Tour-PGA TOUR Canada and PGA TOUR China. Its members represent the world’s best players, hailing from 23 countries (85 members are from outside the United States). Worldwide, PGA TOUR tournaments are broadcast to more than 1.1 billion households in 227 countries and territories in 23 languages. Virtually all tournaments are organized as non-profit organizations in order to maximize charitable giving. In 2016, tournaments across all Tours generated a record of more than $166 million for local and national charitable organizations, bringing the all-time total to $2.46 billion.

The PGA TOUR’s web site is PGATOUR.COM, the No. 1 site in golf, and the organization is headquartered in Ponte Vedra Beach, Fla.

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