Michelob ULTRA is set to turn heads at the Ryder Cup 2025 with a dynamic activation that’s as much about culture and community as it is about golf. Beginning September 26, fans will be welcomed into the ULTRA Club, a high-energy destination designed to showcase the brand’s spirit of celebration and connection. From unique experiences to on-the-ground coverage, Michelob ULTRA is bringing fans closer to one of sport’s most iconic tournaments.
Inside the ULTRA Club, the space is built to keep fans engaged and entertained. Guests can jump into interactive games like Opti-Shot, Golden Tee arcade and putt putt challenges in the “Play for an ULTRA” zone. Winners can walk away with premium prizes, from customized tee markers and merch to grand prizes like an Opti-Shot simulator. The activation also promises live DJ sets and screens showing the tournament, ensuring the atmosphere stays as lively as the fairways.
Michelob ULTRA is also pushing innovation through sampling, with a branded golf cart bar rolling through the venue to offer guests refreshing pours of the brand’s newest products. Additionally, the experience will be amplified by well-known golf personalities, giving fans an insider’s look at the festivities. To top it all off, pro golfer Liz Breed will serve as expert host, walking fans through the ULTRA Club’s highlights and capturing candid moments with guests.
Whether it’s a Golden Tee match, a round of customized merch, or simply raising a cold ULTRA, the activation embodies the brand’s ethos of enjoying both the game and the good times that come with it. Taking place starting September 26, Michelob ULTRA’s Ryder Cup moment is shaping up to be a celebration of sport, style and shared experience.
For more information, visit the Michelob ULTRA official website.
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