US brewing company Anheuser-Busch has agreed a multi-year deal for its Michelob Ultra brand to continue to serve as the official beer of golf’s PGA Tour.
Under the agreement, the length of which was not disclosed, the firm’s O’Doul’s brand will also continue to serve as the official non-alcoholic beer of the Tour.
Anheuser-Busch has participated in the PGA Tour’s official marketing partner program since 1994 and the new deal will push its affiliation with the golf series past the 20-year milestone.
Michelob Ultra will maintain a strong presence on the PGA Tour, Champions Tour and Web.com Tour as a result of the extended deal.
Although Anheuser-Busch did not disclose further details about activities under the deal, its current activations include the Michelob Ultra 19th Hole patio hospitality space and the Build-A-Bar beer selling station with plasma screens and a rooftop viewing area.
“We will continue to leverage Michelob Ultra’s sponsorship to grow our brand by connecting with beer drinkers through dozens of marquee events every season,” Anheuser-Busch’s vice-president of media, sports and entertainment marketing, Blaise D’Sylva, said.