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Volume 25 No. 63
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Michelob Ultra Becomes Official Beer Of Ryder Cup, PGA Champ

The PGA of America has signed a deal with A-B InBev that makes the brewer’s Michelob Ultra brand the official beer sponsor of the Ryder Cup and the PGA Championship. The deal includes rights for the Ryder Cup through ‘20 as well as the PGA Championship through ‘19. The sponsorship begins with this year’s PGA Championship at Bellerive Country Club in St. Louis set for Aug. 6-12. Beginning with the ‘19 PGA Championship at Bethpage Black, Ultra also will be the presenting sponsor of the Wanamaker Club hospitality venue. The brand will be the presenting sponsor of the Int’l Pavilion for the ‘20 Ryder Cup at Whistling Straits in Kohler, Wisc. Michelob Ultra will have promotional rights at retail. No media is included in the agreement. No agencies were involved in the deal. Ultra is also the official beer sponsor of the PGA Tour in a deal that runs through ‘20. The PGA of America has not had a national beer sponsor for the past decade. “We’ve had local beer deals for the last several years so it’s a big step forward to find a brand willing to work nationally with us,” PGA of America Senior Dir of Partnerships Luke Reissman said.