UK: Anheuser-Busch InBev moves Stella Artois into golf with Open sponsorship
It is the first time Stella Artois has sponsored a golf tournament
Anheuser-Busch InBev's Stella Artois brand has signed a five-year deal to be the official beer and cider of golf's UK Open Championship.
The partnership, which starts at this summer's event at the Royal Liverpool course, gives Stella Artois beer and cider brand Cidre exclusive pouring rights, A-B InBev said today (31 January). It is the first time Stella Artois has sponsored a golfing event, a spokesperson for the brand told just-drinks.
“This partnership with The Open Championship presents a new opportunity to bring Stella Artois directly to golf fans,” the spokesperson said.
No financial details are being disclosed, the spokesperson added.
Stella Artois replaces SABMiller brand Pilsner Urquell as The Open's official beer. The Czech beer signed a five-year deal with tournament organisers The Royal & Ancient in 2009.
Stella Artois will be available at Royal Liverpool from 13-20 July, with customised bar space for consumers throughout the event.
Earlier this month, A-B InBev launched Cidre in the US to capitalise on the country's fast-growing cider market.
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