The green keeps getting greener, and now it’s being laced with a refreshing new flavor: Michelob Ultra. In a landmark move signaling a shift in golf sponsorships, Michelob Ultra has been officially named the Official Beer Partner of the DP World Tour, cementing its place within the world’s leading professional golf circuit.
This isn’t just about filling glasses; it’s about aligning two powerful brands committed to a modern, balanced lifestyle. The partnership represents a significant step for Michelob Ultra, building on its established presence in the sports beverage market. This collaboration arrives as the European Tour Group continues to evolve, seeking partnerships that resonate with a dynamic global audience.
As reported by GolfBusinessNews.com (GBN), Michelob Ultra’s involvement is part of a long-running trend of partnerships between the European Tour Group and major beverage companies. Notably, this represents a return for Michelob Ultra, having previously served as the official beer sponsor of the PGA TOUR back in 2002. This revival speaks to the brand’s enduring appeal and its ability to adapt to changing consumer tastes.
So, what does this partnership look like in practice? Michelob Ultra will be creating bespoke pouring activations at key DP World Tour events, including the Genesis Scottish Open, the FedEx Open de France, and the BMW PGA Championship. These activations are designed to amplify the fan experience, providing an immersive environment for enthusiasts to enjoy the game alongside refreshing beverages.
“We’re thrilled to welcome Michelob Ultra as our Official Beer Partner,” said Guy Kinnings, Chief Executive Officer of the DP World Tour. “Their commitment to promoting responsible alcohol consumption and offering options like Michelob ULTRA Zero aligns perfectly with our values. We look forward to further elevating the fan experience at our tournaments with their support.”
Richard Oppy, AB InBev Global President, Premium Brands, echoed this sentiment: “Golf perfectly embodies the balanced, active lifestyle that Michelob ULTRA stands for. We’re eager to work together to create an engaging and memorable experience for golf fans worldwide.”
Beyond the on-site activations, Michelob Ultra will leverage the DP World Tour’s digital platforms to amplify its brand message and reach a broader audience. This strategic digital component underscores the ambition to solidify Michelob Ultra’s position as a lifestyle choice for a new generation of golf fans. This partnership is a clear signal: the future of golf sponsorships is evolving, and Michelob Ultra is leading the charge.
