Michelob Ultra To Replace Corona In U. S. @ ATP Tour Events

Written by: Bob Larson Tennis on 10th December 2013

Michelob Ultra To Replace Corona In U. S. @ ATP Tour Events

epa00985627 The shadow of player Roger Federer of Switzerland during his second-round match against Andreas Seppi of Italy at the ATP Master Series Monte Carlo Open tennis tournament in Roquebrune-Cap-Martin, France,17 April 2007. EPA/CHRISTOPHE KARABA |

The low-carb beer brand Michelob Ultra is preparing to replace Corona as the ATP’s lead sponsor in the United States next year, and will have its logo on the nets at 10 U.S. tournaments through 2015, the Sports Business Journal reported.

Michelob is active in a number of sports including golf and road racing, but this is its only current foray into tennis. Corona, which is owned by the US based Anheuser-Busch, will remain the ATP’s top sponsor outside of the U.S.

Earlier this year, the US Department of Justice required Anheuser-Busch InBev, as part of its purchase of Grupo Modelo, to let go of U.S. marketing rights for Grupo owned Corona. Anheuser-Busch also owns Michelob.

Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 47.6 percent share of U.S. beer sales to retailers. The company brews Budweiser and Bud Light, two of the world’s largest-selling beers, as well as Michelob.

Laurent Delanney, the ATP’s CEO of Europe and commercial director, said that this is the first time that the ATP has split up its lead sponsor.

“In the U.S., we are pleased to bring Michelob Ultra fans unique access to world-class tennis via the ATP World Tour, and we’re looking forward to unveiling our plans soon,” Lori Shambro, vice president, Michelob Ultra, said in a press release.

In 2012, Michelob Ultra controlled 1.8 percent of the U.S. beer market, compared with 3.4 percent for Corona. But as low calorie beer Michelob Ultra might be a better fit for the more active tennis crowd.

Michelob does sponsor some golfers but Delanney told the SBJ that he does not expect Michelob to sign tennis players, as it is more event based.

Michelob Ultra did once sponsor the Pilot Pen WTA tournament in New Haven, Conn. and Michelob Lite sponsored USTA league tennis.

Topics: 10sballs, Atp World Tour, Corona, Michelob Ultra, Sports, Tennis, Tennis News, Usta, Wta