Brooks Koepka partners with Michelob Ultra
This week, Brooks Koepka, one of golf's rising stars, signed a new endorsement deal with beer company Michelob Ultra. The 26 year old will appear at events for the company, as well as lending his name to giveaways and media promotions.
Currently sitting at 31st in the FedEx Cup rankings, Koepka has been tipped for big things. His golf mindset, like many of the young golfers around him, centers around building up strength and flexibility in the gym. Repeating box jumps and deadlifts are as much part of his routine as practicing his swing.
Taking Koepka's fitness-based approach into consideration this partnership with Michelob Ultra may seem slightly surprising. Whilst you still see the likes of John Daly swigging beer, you would never see Spieth, McIlroy, Fowler or any of the rest of golf's young crew drinking anything more potent than an energy drink on the course.
Proud to join Team ULTRA! Thanks for keeping me well-stocked. Hope to have something special to celebrate when I get back from Augusta. pic.twitter.com/kNIx7tfyL5
— Brooks Koepka (@BKoepka) April 3, 2017
But for Michelob Ultra and Brooks Koepka, this move makes sense. Michelob Ultra wants its drink to be part of the cool set. They want it to appeal to the motivated people amongst us who jump out of bed at 5am to work out and then hit the bar after work with friends.
By focusing on the low calorie, low carb makeup if its drinks, they are attempting to appeal to a generation who work, play and gym — and then do it all again the next day.
Pulling in Koepka, an attractive, successful athlete, who also happens to be sponsored by Nike (aspirational anyone?!) may prove to be a significant brand move.