US: Anheuser-Busch updates Michelob sponsorship of PGA Tour
Anheuser-Busch has sealed a three-year deal that will extend its relationship with US golfing event The PGA Tour.
The company said yesterday (13 February) that it plans to replace its Michelob Ultra light lager brand with Michelob and Michelob Light as the official beer sponsors of the PGA Tour and Champions Tour. The company added that O'Douls will remain the official non-alcohol brew sponsor of both circuits.
A-B vice president, global media and sports marketing Tony Ponturo said: "This is an extension of a relationship that we obviously value and have for the past 14 seasons. It comes at a perfect time. Alignment with the PGA Tour is an opportunity to talk to consumers who are attuned to the heritage, quality and consistency the Michelob Family of beers represents."
The deal will include support from A-B's Michelob brand for both local tournaments as well as media within national broadcasts. Michelob Ultra will continue as the official beer of the LPGA Tour, the company added.
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