Michelob ULTRA is now the Official Beer Partner of the DP World Tour, the main men’s professional golf Tour of the European Tour group, creating more moments of cheers for millions of golf fans globally. This is the first time the DP World Tour will have an Official Beer Partner.
Michelob ULTRA will build on its deep heritage in golf to create innovative fan experiences, including custom pouring activations throughout the fan villages at the Genesis Scottish Open, the FedEx Open de France, the BMW PGA Championship in England, and more.
“Golf perfectly embodies the balanced, active lifestyle that Michelob ULTRA stands for,” said 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.”
As the Official Beer Partner, Michelob ULTRA will promote responsible alcohol consumption and moderation worldwide and will further that effort by offering consumers choices fit for every lifestyle. From low-carb, low-calorie Michelob ULTRA to no-alcohol Michelob ULTRA Zero, the partnership makes it even easier for golf fans to cheers to the moments that matter most.
“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.”
In addition to activations for spectators at tournaments, the partnership includes the launch of new digital and social content across the Tour’s award-winning platforms, so fans can enjoy the game no matter where they are.
To learn more about the DP World Tour’s schedule of events for 2026, visit: https://www.europeantour.com/dpworld-tour/schedule/
-ENDS-
About AB InBev
Anheuser-Busch InBev (AB InBev) is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ANB) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). As a company, we dream big to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, move our industry forward and make a meaningful impact in the world. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest ingredients. Our diverse portfolio of well over 500 beer brands includes global brands Budweiser®, Corona®, Stella Artois® and Michelob Ultra®; multi-country brands Beck’s®, Hoegaarden® and Leffe®; and local champions such as Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Castle®, Castle Lite®, Cristal®, Harbin®, Jupiler®, Modelo Especial®, Quilmes®, Victoria®, Sedrin®, and Skol®. Our brewing heritage dates back more than 600 years, spanning continents and generations. From our European roots at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the Anheuser & Co brewery in St. Louis, US. To the creation of the Castle Brewery in South Africa during the Johannesburg gold rush. To Bohemia, the first brewery in Brazil. Geographically diversified with a balanced exposure to developed and developing markets, we leverage the collective strengths of approximately 144 000 colleagues based in nearly 50 countries worldwide. For 2024, AB InBev’s reported revenue was 59.8 billion USD (excluding JVs and associates).
About the DP World Tour
The DP World Tour is the main men’s professional golf tour of the European Tour group.
As golf’s global tour, we showcase global talent in global destinations and use our platform to build, entertain and connect our global community.
GLOBAL TALENT: We provide pathways and a platform for the leading international talent, bringing together golfing icons, national heroes and emerging stars from around the world.
GLOBAL DESTINATIONS: We stage tournaments in iconic cities and locations around the world and each week we celebrate and showcase the rich diversity of the courses, cities and cultures we visit.
GLOBAL COMMUNITY: We build, entertain and connect communities through our commitment to innovation, creative content and having a positive social and environmental impact.
Our 2026 Global Schedule features 42 tournaments in 25 different countries and comprises three distinct phases: five ‘Global Swings’, the ‘Back 9’ and the ‘DP World Tour Play-Offs’. It features five Rolex Series events – the premium category of events on the DP World Tour – and four Major Championships, all of which count towards the Race to Dubai Rankings, the Tour’s season-long competition which concludes at the DP World Tour Championship in Dubai.
DP World, the leading provider of global smart end-to-end supply chain and logistics solutions, has been the title partner of the DP World Tour since the start of the 2022 season, the Tour’s 50th season following its formation in 1972.
We also enjoy the support of many of the world’s leading business brands with DP World, Rolex, Aldar, AWS, BMW, Buffalo Trace Distillery, Emirates, Fortinet, Michelob ULTRA, Nexo and Vestas as Official Partners.
About the European Tour group
The European Tour group administers the DP World Tour, the HotelPlanner Tour, the Legends Tour and the G4D Tour and, as the Managing Partner of Ryder Cup Europe LLP, stages golf’s greatest team contest, the Ryder Cup, in partnership with the PGA of America.
The European Tour group has Strategic Partnerships with the PGA TOUR, the Sunshine Tour and Challenger PGA Tour of Australasia, the China Golf Association (CGA), Japan Golf Tour Organization (JGTO), the Korea Professional Golfers’ Association (KPGA), and the TATA Steel Professional Golf Tour of India. These partnerships provide global pathways for players from across the world to compete internationally on the DP World Tour, the main men’s professional golf Tour of the European Tour group which was established in 1972, as well as the HotelPlanner Tour.
