A-B Products To Be Featured Extensively On TGC Reality Show

A-B Products To Be Ever- Present In Golf Reality Show

Anheuser-Busch and The Golf Channel have entered into a product integration deal “that will feature no fewer than five [A-B] brands and properties” on “The Big Break III: Ladies Only,” a reality show debuting February 8, according to Joe Oliver in this week’s SPORTSBUSINESS JOURNAL. Michelob Ultra will serve as presenting sponsor of the ten-episode series, which was filmed at A-B’s Kingsmill Resort in Virginia, site of the LPGA Tour Michelob Ultra Open. The series includes visits to A-B’s Busch Gardens and Discovery Cove theme parks, as well as signs on the course and in the clubhouse and “plenty of Michelob Ultra being consumed during the show.” Michelob Ultra endorsers and LPGAers Kelli Kuehne and Lorie Kane will also make regular appearances on the show. A-B will also activate with a nationwide sweepstakes. A-B VP/Global Media & Sports Marketing Tony Ponturo would not disclose the cost of the deal but said The Golf Channel “is relatively cheap. So your media is appropriately valued” (SBJ, 11/29 issue).