Golf’s PGA Tour has extended its partnership with US brewing company Anheuser-Busch.
Under the agreement, Anheuser-Busch’s Michelob Ultra brand will continue to serve as the official beer sponsor of the PGA Tour and the PGA Tour Champions circuits until 2020.
Michelob Ultra will maintain a presence at more than 45 tournaments on the PGA Tour, PGA Tour Champions and the Web.com Tour development circuit.
Michelob Ultra, which began sponsoring the Tour in 2002, will continue its sampling program and will expand its on-site fan engagement by adding more tournament stops for its Build-a-Bar mobile beer-selling station.
In addition, the Ultra Club hospitality suite will now be activated at five tournament locations in 2017. The venue had previously only been available at the Players Championship.
Michelob Ultra will introduce custom PGA Tour bottles and packaging at select locations in tournament markets. The brand also serves as the exclusive beer partner of social media platform Twitter’s PGA Tour coverage.
Anheuser-Busch’s O’Doul’s brand will also continue to serve as the official non-alcohol brew of the PGA Tour and PGA Tour Champions.
“Through more than 15 years as a PGA Tour sponsor, Michelob Ultra has been extremely creative and effective in maximising our relationship by developing consumer programs and campaigns that fully engage golf fans, both on and off the golf course,” Brian Oliver, senior vice-president of sponsorship and partnership for the PGA Tour, said.
“We are extremely pleased to announce the extension of this terrific relationship and look forward to continuing our collaboration with such a valued partner.”