Phil Mickelson, Amstel Light Pair On "True Business Partnership"

Phil Mickelson has entered a "true business partnership" with Amstel Light, which will see him "coming aboard in more than just some sponsorship capacity," according to Dylan Dethier of GOLF.com. The agreement will "give Mickelson some stake" in the Heineken brand's success. Mickelson works well as an endorser because he is "self-deprecating, self-aware and because he isn't self-conscious." Those traits have "served him well in his latest conquests of both Twitter and Instagram." The campaign "won't being in earnest" until '20, but Mickelson has been "sneaking hints out on social media since late August." On Aug. 24, he tweeted when it comes to beer, it is "Only Amstel Lights and only once a month" (GOLF.com, 11/8).