Michelob ULTRA is now the Official Beer Partner of the DP World Tour, the main men’s professional golf Tour of the European Tour group, creating more moments of cheers for millions of golf fans globally. This is the first time the DP World Tour will have an Official Beer Partner.
Michelob ULTRA will build on its deep heritage in golf to create innovative fan experiences, including custom pouring activations throughout the fan villages at the Genesis Scottish Open, the FedEx Open de France, the BMW PGA Championship in England, 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. From low-carb, low-calorie Michelob ULTRA to no-alcohol Michelob ULTRA Zero, the partnership makes it even easier for golf fans to cheers to the moments that matter most.
“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 award-winning platforms, so fans can enjoy the game no matter where they are.
