The DP World Tour has announced a new global partnership with Michelob Ultra, further strengthening the Tour’s commercial portfolio and reflecting the evolving relationship between elite sport, lifestyle brands and modern fan engagement.
Under the agreement, Michelob Ultra becomes the official beer partner of the DP World Tour.
The partnership will roll out across selected DP World Tour events, digital platforms and hospitality environments, enhancing fan experiences both on-site and through broadcast and social channels.
The deal underlines golf’s continued appeal to premium global brands and is expected to deliver strong visibility for Michelob Ultra across key DP World Tour markets, particularly in Europe and the Middle East.
Activations will include branded fan zones, premium hospitality offerings and integrated digital content designed to reach lifestyle-focused audiences.
With an increasingly international schedule and a growing emphasis on storytelling, sustainability and innovation, the Tour has been actively attracting partners that align with its long-term vision rather than short-term exposure alone.
These include AWS, BMW, Emirates, Fortinet, Rolex and title partner DP World.
Michelob Ultra’s growing presence in global sport has seen it partner with major properties across football, basketball and motorsport.
“Michelob ULTRA’s global scale, brand growth and dedication to elevating fan experiences make them an ideal partner as we continue to expand the reach and impact of golf’s global Tour” said Guy Kinnings, Chief Executive Officer of the DP World Tour. “Golf has an incredible ability to unite people in competition and celebration. With the support of Michelob ULTRA, we look forward to further elevating the fan experience at our tournaments.”
“Golf perfectly embodies the balanced, active lifestyle that Michelob ULTRA stands for,” added Richard Oppy, AB InBev Global President, Premium Brands. “We’re proud to partner with the DP World Tour to bring fans around the world closer to the game they love.”
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