The fastest growing beer company will be expanding their sponsorship efforts, this time with golf.
Continuing with blog posts about golf, it has been announced that Michelob Ultra will be the sponsor for the Ryder Cup and the PGA Championship. It is an interesting choice of Anheuser-Busch beers to sponsor golf, but Michelob has been rather successful in recent years as the lightest beer on the market.
There are golf tournaments every weekend, and the beer company plans on putting their name on two of the bigger ones. The Ryder Cup will take place in late September while the PGA Championship will be a couple weekends later. The former is a worldwide tournament held every two years that draws up a ton of excitement.
As part of the deal, Michelob will have naming rights and opportunities for creative activation to drive home their sponsorship. Moreover, this year's PGA Championship will be held in St. Louis, MO where Michelob is headquartered. Michelob will aim to identify and market to the golf fans' demographic, who can be very loyal fans.
The monetary details of the deal have not been disclosed, but we do know this partnership is for the next couple years. It will be interesting to see if it is successful and renewed.
1. The Ryder Cup specifically is hosted at locations around the world and is a global tournament. This will provide Michelob with the opportunity for exposure in more than just the United States.
2. Golf fans are typically of the older demographic who may be looking for healthy alternatives. Michelob should be able to come in and fill that need in the beer category.
3. These tournaments are usually multiple days long, and with the build-up and hype, it can be even longer. Michelob will look to take advantage of a the large audience for multiple days at a time. They could even activate the deal with week-long promotions.
4. Anytime you can gain exclusivity in a category and rise above the competition, it is very beneficial. Here, Michelob will have the naming rights to these tournaments and gain more exposure than its competition.
5. Try and think about brands or teams that align with your message or demographic. It will only allow for easier transference association between the brands.
Check out some pictures of the two golf tournaments Michelob will be sponsoring.
Written by: James Campbell
James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell