The World Surf League (WSL) has agreed a new sponsorship agreement with beer brand Michelob Ultra.
Under the deal, the Anheuser-Busch brand will be the exclusive beer sponsor of WSL events in the US, including the Vans US Open of Surfing at California’s Huntington Beach.
Michelob Ultra, the fastest growing beer brand in the US, will create VIP hospitality areas and branded lounges at each event as well as hosting after-parties, while it will also be integrated into the WSL’s social channels.
"As our brand continues to gain momentum, our new partnership with the World Surf League will further connect us to those who are passionate about living the active and balanced lifestyle that Michelob Ultra celebrates," said Azania Andrews, the brand’s vice president.
Michelob Ultra says the new deal is part of its strategy to reach ‘drinkers who embrace and prioritise an active, balanced lifestyle.’ Financial terms have not been released.