The PGA Tour has extended its long-running deal with Anheuser-Busch that will now continue through the 2030 season. The sides have been partners dating back to 1994, and the extension adds a global rights category as well as enhancements around the biennial Presidents Cup.
Michelob Ultra continues as the official beer sponsor of both the tour and PGA Tour Champions. Michelob Ultra activates at 23 events throughout the PGA Tour season. New designations for the Presidents Cup include Michelob Ultra (official beer), Michelob Ultra Zero (non-alcoholic beer) and NUTRL (official hard seltzer). Mich Ultra Zero also has been tapped as the official non-alcoholic beer of both the tour and PGA Tour Champions.
Financials around the deal were not revealed; the tour and A-B worked on the deal directly with no agency involvement.
The A-B renewal comes on the heels of a spate of other deals for the tour in recent weeks. On Monday, it signed Delta Air Lines as its official airline and last week added Stanley 1913 as an official marketing partner. The tour also recently renewed title sponsorships with Valspar and 3M.
The tour anticipated announcing more than $400M worth of corporate deals (new or extensions) between December and mid-March.
