May 04, 2010 at 03:08 PM
written by

Anheuser-Busch Re-ups with PGA TOUR

The PGA Tour and Anheuser-Busch have extended their sponsorship by three years in a deal that will make Michelob ULTRA the "Official Beer of the PGA Tour" and O'Doul's the official non-alcohol brew, both through 2013.

Anheuser-Busch, with the support of wholesalers, will continue to sponsor more than 40 PGA Tour, Champions Tour and Nationwide Tour events. Where legal, Michelob ULTRA's sponsorship includes rights to local market co-promotions and the "Michelob ULTRA 19th Hole."

Media and hospitality commitments will be maintained throughout the extension as Michelob ULTRA will continue to advertise in PGA TOUR broadcasts and utilize the PGA TOUR's TPC Network of Clubs.

"The partnership provides numerous opportunities for Michelob ULTRA to reach the PGA TOUR's passionate and supportive fan base and we look forward to continuing to build these connections," said Mark Wright, vice president of media, sports & entertainment marketing, Anheuser-Busch. "Whether you are a dedicated student of the game or someone who just enjoys a nice day on the course, we all look forward to celebrating the round at the 19th hole."

To commemorate Michelob ULTRA's continued support of the PGA TOUR, adult consumers in certain states will receive a free sleeve of Bridgestone golf balls with the purchase of an 18-pack of Michelob ULTRA through May 24.

"We're very pleased to continue our longstanding relationship with Michelob ULTRA, a beer with deep roots in the golfing community," said Tom Wade, Chief Marketing Officer of the PGA TOUR. "Throughout our 16 years together, Anheuser-Busch has leveraged the partnership and continually demonstrated its creativity through the TOUR-related consumer campaigns and advertising."

Anheuser-Busch has been an official marketing partner of the PGA TOUR since 1994.