Michelob ULTRA deal illustrative of a DP World Tour dependent upon the PGA TOUR and USA

Stella Artois, Carling, Carlsberg, Pilsner Urquell, Heineken, Peroni, Guinness, Budweiser Budvar, Erdinger, Kronenbourg 1664. All iconic European beer or lager brands, many of which have sponsored premium sporting events, leagues and clubs. Yet on Tuesday the DP World Tour announced "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."

The press release continues by saying "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."

Michelob ULTRA's deep heritage in golf consists of sponsorship of the PGA TOUR in the United States, and the LPGA.

“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”

This deal is further evidence of the European Tour Group abandoning its roots, and becoming the secondary tour in the PGA TOUR's network of tours. 5 of the 10 DP World Tour partners are American companies, and only 2 of the 10 companies have European roots - BMW and ROLEX.

By all means, have a mix of partners from across the globe, but I feel this is a missed marketing opportunity for the DP World Tour - golf's so-called global tour. A deal with Carlsberg would give the DP World Tour access to a brand which is available in 100 countries worldwide, but perhaps the greatest aspect of a deal with Carlsberg would be the incredible branding.

Am I anti-America? No. But I do believe that the DP World Tour needs to be aligning itself with brands which resonate with its audience. Michelob ULTRA is indeed a global brand, but it isn't even among the top 10 most popular beers in the UK, let alone the other territories the DP World Tour plays in. It really is an unfortunate consequence of the so-called Strategic Alliance with the PGA TOUR, and another element erasing the traditions and culture of the European Tour which were so unique to this tour. It was always a global tour with a European heart.

SHANK, by Matt Hooper.