Golf’s DP World Tour, formerly the European Tour, has announced a new major commercial partnership with brewing giant Anheuser-Busch InBev (AB InBev) that will see its Michelob Ultra brand become the competition’s first official beer sponsor.
Michelob Ultra will sit at the top of the DP World Tour’s sponsorship tier as an official marketing partner and will offer its range of products, including its titular low-carb and low-calorie beer and the non-alcoholic Michelob Ultra Zero.
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As part of its sponsorship, it will create fan experiences, including custom pouring activations throughout the fan villages at the Scottish Open, the Open de France, and the PGA Championship in England, as well as other tournaments.
The partnership also includes the launch of new digital and social content across the tour’s platforms.
Guy Kinnings, chief executive of the DP World Tour, said: “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.
“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.”
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By GlobalDataThe deal builds on AB InBev’s deal with the US PGA Tour, which has seen the Michelob Ultra, Michelob Ultra Zero, and NUTRL brands named the official beer sponsor, official non-alcoholic beer sponsor, and official hard seltzer of the tour, respectively.
The new partnership adds to the tour’s commercial activity ahead of the 2026 season, which started at the end of November, with a decade-long renewal of its title sponsorship deal with global logistics heavyweight DP World until 2035.
This new deal has been described as the largest in the tour's history and includes DP World continuing as its official logistics partner.
The tour announced Amazon Web Services, the e-commerce giant’s major internet services business, as its official cloud provider last month while also renewing its partnership with cybersecurity firm Fortinet.
The tour also managed to secure a major long-term broadcast extension with UK pay-TV broadcaster Sky, which will continue its tournament coverage through 2029.
The 2026 DP World Tour started on November 30, 2025, with the Australian PGA Championship and will feature 42 events, ending with the DP World Tour Championship on November 15, 2026.
