Michelob Ultra activates new partnership with thematic packaging.
These are busy days for Michelob Ultra.
Fresh off a new U.S. partnership with the World Surf League and an endorsement deal with PGA Tour pro Brooks Koepka, Anheuser-Busch and the PGA Tour today announced a new extension of a longstanding partnership that continues Michelob Ultra’s designation as the official beer sponsor of the PGA Tour and PGA Tour Champions through 2020.
Anheuser-Busch has sponsored the PGA Tour since 1994 while Michelob Ultra has served as the sponsorship’s lead brand since 2002.
The partnerships build on a marketing strategy that seeks to authentically align Michelob Ultra with sports and recreational activities (golf, running, hiking, etc.) that resonate with consumers who lead an active, balanced lifestyle.
“Michelob Ultra is proud to continue its designation as the official beer sponsor of the PGA Tour,” said Eelco van der Noll, Anheuser-Busch InBev vice president of experiential marketing, in a statement. “It allows us to interact with golf fans across the country and provide unique experiences only Michelob Ultra can bring.”
Michelob Ultra will maintain a significant presence at more than 45 tournaments on the PGA Tour, PGA Tour Champions and Web.com Tour. New stops in 2017 include the World Golf Championships-Dell Technologies Match Play in Austin, Texas, and the Presidents Cup at Liberty National in Jersey City, N.J.
Michelob Ultra will expand its onsite fan engagement by adding more tournament stops for its “Build-a-Bar” beer selling station. The 40-foot high-end buildout features plasma screen TVs and a rooftop viewing area.
In addition, A-B will expand the Ultra Club that has been present exclusively at THE PLAYERS Championship to five tournaments in 2017. The ticketed hospitality area was previously called the Blue Room VIP Lounge presented by Michelob Ultra.
Beginning this year, Michelob Ultra also will introduce custom PGA Tour bottles and packaging at select locations in tournament markets.
“We’re pleased Anheuser-Busch is leveraging their PGA Tour relationship to stand out in a retail environment. It’s beneficial to us, but more importantly, it will help Michelob Ultra sell more volume by connecting with our fans,” said Brian Oliver, PGA Tour senior vice president of sponsorship and partnerships.
Michelob Ultra also is the exclusive beer partner of Twitter’s PGA Tour Amplify and streaming of PGA Tour Live.