Behind the Scenes of Michelob ULTRA’s Fan-Centric Ryder Cup Activation
Interactive games, DJ sets and exclusive giveaways brought fans exciting ways to expand their tournament experience beyond the green.
Michelob ULTRA made a grand entrance at this year’s Ryder Cup. Beginning on September 26, the brand debuted its ULTRA Club, a dedicated fan destination blending the spirit of the tournament with a lively, community-centric atmosphere. Liz Breed, known online as @shank.haney, took Hypebeast behind the scenes of the activation to spotlight fan engagement on the ground.
Michelob Ultra
Michelob Ultra
Michelob Ultra
Michelob Ultra
Michelob Ultra
Michelob Ultra
Michelob Ultra
The ULTRA Club invited guests to kick back, crack open a cold one and enjoy the tournament experience in a modern format. The heart of the action featured interactive games such as Opti-Shot, Golden Tee arcade and various putt-putt challenges, where guests could test their skills and compete for a chance to win exclusive prizes and merch. Apparel pieces from the latest Michelob ULTRA x Hypegolf collaboration, branded tee markers, and an enviable grand prize Opti-Shot simulator encouraged attendees to level up their gameplay. Custom-built displays highlighted the brand’s seasonal merch.
Michelob ULTRA kept the good times rolling with a branded golf cart that treated guests to refreshments and Ultra Zero samplings. Live DJ sets rivaled the energy on the course, with attendees stepping away from the green to socialize, dance, and try their hand at the various mini challenges hosted throughout the day.
A uniquely curated greenside viewing experience brought fans an extra dose of fun. The venue overlooked the 16th Green and provided a premium front-row environment to capture the tournament in action, with the anticipated Championship Rounds finishing hole at Valhalla Golf.
When it comes to golf, Michelob ULTRA wagers that the fun extends past the fairway, with exciting opportunities to embrace the game’s intersection with music and fashion. Dive into the ULTRA Club activation in the galleries above.
DISCLAIMER: We discourage irresponsible and/or underage drinking. Drink responsibly and legally.
