Golf’s PGA Tour has extended its long-running marketing partnership with global brewing giant Anheuser-Busch through 2030.
The six-year renewal will see the brewer’s Michelob Ultra brand, which has sponsored the tour since 2002, remain the official beer sponsor of the PGA Tour and the PGA Tour of Champions, the series for players aged over 50.
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In addition, Anheuser-Busch’s Michelob Ultra Zero brand is to serve as the official non-alcohol brew of the two tours.
As part of the extension, a global rights category, along with Presidents Cup enhancements, have been added to Michelob Ultra’s sponsorship.
Michelob Ultra, Michelob Ultra Zero, and NUTRL will be tapped as the official beer sponsor, official non-alcohol beer sponsor, and official hard seltzer, respectively, of the Presidents Cup, the biennial competition between United States and International teams.
Michelob Ultra is a local sponsor at The Players Championship, which begins on March 13 (Thursday) at the TPC Sawgrass course in Florida, and will be providing enhancements to fans on-site throughout the week.
Anheuser-Busch began its partnership with the PGA Tour in 1994 and added Michelob Ultra as an official sponsor eight years later.
Michelob Ultra now activates at 23 PGA Tour events across the season, including The Sentry, Farmers Insurance Open, The Players Championship, Truist Championship, FedEx St. Jude Championship, and season-ending Tour Championship, with more to be announced.
Brian Oliver, PGA Tour executive vice president of corporate partnerships, said: “The PGA Tour and Anheuser-Busch have worked hand-in-hand to continuously evolve our partnership since its inception in 1994, and we are proud to introduce the latest efforts to that goal with Michelob Ultra’s new global category rights.”
The PGA Tour has announced several sponsorship agreements in recent weeks, including deals with Delta Airlines and food and beverage container brand Stanley 1913.
The tour also renewed event title sponsorship deals with manufacturing firm 3M and paint and coatings brand Valspar.
Anheuser-Busch, meanwhile, extended its top-tier sponsorship deal with the International Olympic Committee (IOC) late last month, through the 2032 Olympics in Brisbane, Australia.
This adds to the initial TOP (Worldwide Olympic Partner) partnership between the two bodies, which was announced last January – ahead of the 2024 Paris Olympics – and had been set to run through the 2026 Winter Olympics in Milan-Cortina and the 2028 summer games in Los Angeles.
The new deal will now also cover the 2030 Winter Olympics in the French Alps, and the 2032 games.
The tie-up also includes International Paralympic Committee (IPC) and Paralympic Games marketing rights, through the long-term IOC-IPC collaboration regarding commercial agreements.
