Expect to see more of LPGA Tour players Grace Park, Beth Bauer, Kelli Kuehne and Lori Kane in beer aisles across the country.
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| The four will endorse Michelob Ultra. |
The four players recently were tabbed by Anheuser-Busch Cos. to endorse the company’s Michelob Ultra brand. Michelob Ultra has already begun offering point-of-sale materials featuring the players for use at retail.
The low-carb beer is using the players to promote the tour’s Michelob Ultra Open at Kingsmill, scheduled for May 6-9 in Williamsburg, Va. Print and radio ads featuring the players and promoting the tourney are running locally. A regional TV spot that includes the players also is running.
This is the first year Michelob Ultra has been used as title sponsor of the Kingsmill tournament. The Michelob Light name was used last year. The signings also follow A-B’s decision late last year to position Michelob Ultra as the official beer of the LPGA Tour, PGA Tour and Champions Tour.
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| Ponturo |
Tony Ponturo, A-B’s vice president of global media and sports marketing, said the deal “gives a little more breadth and dimension to [A-B’s] affiliation with the LPGA.” A-B has been a sponsor of the LPGA since 1994.
In addition to allowing A-B to use their images in promotions, the four players will make appearances for the company throughout the year. Future plans will likely include a contest to win a round of golf with the players, Ponturo said. A national television spot also could be created, under terms of the players’ contracts, but there are no immediate plans for one because A-B’s golf spots now are focused on Sergio Garcia, Ponturo said.
Financial details of the LPGA players’ agreements were unavailable.
