Why Michelob Ultra Is Leveraging Golf, Tech At Super Bowl LVII
Serena Williams tests her golfing skills against actor Brian Cox in Michelob Ultra’s new Super Bowl… [+] square.
Courtesy of Michelob Ultra
In case you’ve been living under a rock for the past three years, golf is hotter than ever.
This perfect storm is a combination of a few factors, including:
To be the safe and secure outdoor activity for millions of people at the height of the coronavirus pandemic in 2020. The popularity of golf entertainment venues like Topgolf and Drive Shack. More opportunities for people of color via the APGA Tour and Steph Curry’s Underrated Golf Tour. The rise of revolutionary clothing and lifestyle brands like Malbon, Bad Birdie and Bogey Boys. Golf’s growing reliance and use of technology, whether it’s Toptracer, sports betting or the TGL Golf League backed by Tiger Woods and Rory McIlroy, launched in January 2024.
Michelob Ultra, official sponsor of the PGA Tour since 2002, is also doing its part to help grow the sport, which saw 24.8 million people play in the United States in 2020 according to the National Golf Foundation, and to make golf more inclusive. and accessible to all.
“What really caught our attention was the fact that golf is going through a very exciting transformation by becoming more joyful, more diverse and more exciting,” said Ricardo Marques, Vice President of Marketing for Michelob Ultra. “This story set in the world of golf is perfect for us to deliver our perspective on a sport that we have long supported.
“Of course we will continue to support golf, and golf will continue to be a passion for Michelob Ultra for years to come, but this moment felt very, very compelling and interesting to us.”
With Super Bowl LVII between the Kansas City Chiefs and Philadelphia Eagles taking place Feb. 12 at State Farm Stadium in Glendale, Arizona, and the Phoenix Open kicking off Feb. 9 at nearby TPC Scottsdale, the brand thought it was the perfect time to deliver his message.
Paying homage to Caddyshack, Michelob Ultra’s new spot features top athletes such as Serena Williams, Alex Morgan, Jimmy Butler, Tony Romo, Nneka Ogwumike and Canelo Alvarez swapping in their respective sports to play golf.
Not only does Michelob Ultra deliver new spots around the Super Bowl, but it’s working with brands like Netflix, Instacart and Devereaux to bring even more to golf fans and around.
In partnership with Netflix, fans can unlock the first episode of the new docuseries, Full Swing, before it hits the streaming giant on February 15. The series, which follows PGA Tour professionals, is from Box to Box Films, the minds behind Drive to Survive, which helped Formula 1 grow in leaps and bounds in the US, and Break Point tennis, whose the premiere was on January 13.
“I think people can see that we’re all normal people…we’re just a little bit better at golf than most people,” said five-time PGA Tour winner Rickie Fowler. “People are used to seeing Thursday to Sunday, but not what it takes to make it happen – the work, the travel, the training, all the behind-the-scenes stuff. I think it will open some people’s eyes. knowing what is really going on.
“For the diehards it’s a deeper dive into what it’s like to be a golfer and for people who don’t really know golf it’s exposing them to the sport and showing them that it’s not just a casual stroll around the golf course, a hit and a laugh, and go have fun.
Five-time PGA Tour winner Rickie Fowler.
Sportswire icon via Getty Images
Not only can fans use a QR code to unlock the first episode of Full Swing before the series premieres on Netflix, but every spot will be purchasable, whether viewers are interested in buying beer via Instacart or some of the apparel from advertising, including Devereaux’s first- ever women’s line.
Michelob Ultra’s extra investment in sports is certainly paying off.
The brand, under the Anheuser-Busch umbrella, is the second-largest beer brand in the United States by volume. According to Marques, it’s gaining “tremendous traction across the board, but especially with Hispanic drinkers,” which is why the brand tapped Alvarez as its new ambassador.
Michelob Ultra relied on sports, particularly the NBA, during the height of the coronavirus pandemic to expand his reach.
Now it’s golf’s turn.
“The theme of the plan this year is more than ever integration and engagement,” says Marques. “Beyond entertaining and delivering our point of view, it’s about engaging our audience. The fact that we have this full funnel approach where there are no specifics and there is always a doorway for customers to engage with us is extremely important.
“We are creating ways for people to engage with Michelob Ultra in the easiest and most convenient way possible.”