A-B Wants Broader LPGA Association For Michelob Ultra Brand

A-B VP/Media, Sponsorship & Activation Dan McHugh indicated that the brewer elected not to renew Michelob Ultra's title sponsorship of the LPGA event in Virginia because the brand "can be marketed more effectively by leaving 'the Michelob Ultra Open footprint on more tournaments,'" according to Vic Dorr Jr. of the RICHMOND TIMES-DISPATCH. The tournament's future has been "murky since the 2008 acquisition" of A-B by InBev, and the decision to end the title sponsorship was "not entirely surprising." A-B InBev has "moved aggressively to cut marketing budgets" since the merger, though McHugh insists that the entitlement "was not killed on orders" from InBev. McHugh: "The things you've been reading and hearing about the integration of the two companies, specifically the money cuts, did not come into play whatsoever." Kingsmill Resort, an A-B property, has hosted either a PGA or LPGA event since '81, and McHugh said that A-B would be "'very receptive' to welcoming the LPGA back to Kingsmill under circumstances that likely would not include ownership of the tournament" (RICHMOND TIMES-DISPATCH, 9/22).

TAKING A DROP? GOLFWEEK's Beth Ann Baldry noted A-B's overall sponsorship spend "will not decrease from 2009 to 2010," but McHugh said that the brewer has not determined "whether or not the company will spend as much money with the LPGA going forward." LPGA VP/Marketing Eric Albrecht said despite the loss of A-B, the LPGA has "made great progress in the last six weeks or so" from a tournament standpoint. LPGA tournament sponsors Wegmans, Jamie Farr and Procter & Gamble all recently elected to return for '10, and Rolex just signed on as the presenting sponsor of November's Tour Championship (GOLFWEEK.com, 9/21). GOLF WORLD's Ron Sirak noted the LPGA currently has 17 events under contract for next season, and the 27 events played this season is the "lowest number of tournaments the tour has had since 1971 when it had 21." The LPGA yesterday said that A-B InBev will "remain the official beer of the tour and that relationship will be expanded," but there is "no doubt the players would rather have a tournament." Albrecht said, "We certainly have a hole in the May schedule, but we had many positive discussions at the Solheim Cup (last month) with potential sponsors. We continue to be optimistic" (GOLFDIGEST.com, 9/21).