The European Tour Group has broken new commercial ground with the announcement of Michelob Ultra as the first Official Beer Partner of the DP World Tour.
Michelob will build on its close association with men’s professional golf – it was the official beer sponsor of the PGA TOUR in 2002 – to create innovative fan experiences on the DP World Tour, including custom pouring activations throughout the fan villages at the Genesis Scottish Open, the FedEx Open de France, the BMW PGA Championship and more.
“Golf perfectly embodies the balanced, active lifestyle that Michelob ULTRA stands for,” said Richard Oppy, AB InBev Global President, Premium Brands. “We’re proud to partner with the DP World Tour to bring fans around the world closer to the game they love.”
As the Official Beer Partner, Michelob ULTRA will promote responsible alcohol consumption and moderation worldwide and will further that effort by offering consumers choices fit for every lifestyle, including low-carb, low-calorie Michelob ULTRA to no-alcohol Michelob ULTRA Zero.
“Michelob ULTRA’s global scale, brand growth and dedication to elevating fan experiences make them an ideal partner as we continue to expand the reach and impact of golf’s global Tour,” said Guy Kinnings, Chief Executive Officer of the DP World Tour. “Golf has an incredible ability to unite people in competition and celebration. With the support of Michelob ULTRA, we look forward to further elevating the fan experience at our tournaments.”
In addition to activations for spectators at tournaments, the partnership includes the launch of new digital and social content across the Tour’s various social media platforms.
