Michelob Ultra Announced as the Official Beer of the RBC PGA Scramble

Michelob Ultra Announced as the Official Beer of the RBC PGA Scramble

[Acton, March 28, 2024] – The RBC PGA Scramble, the largest grassroots amateur golf event in Canada, is proud to announce a National Partnership with Michelob Ultra Canada, the exceptional light beer with only 90 calories per can (355ml). With this partnership, Michelob Ultra will become the official beer of the nation-wide scramble tournament for the 2024 season.

The RBC PGA Scramble allows amateur golfers to compete as teams – alongside their best friends or family members – to earn one of 13 Regional Finals slots, where ultimately a trip-of-a-lifetime National-Final experience at Cabot Cape Breton is up for grabs.  

As the Official Beer Sponsor, Michelob Ultra will add an extra layer of enjoyment to the tournament, activating at the regional and national-final stage of the competition. The brand will offer participants exclusive promotions and engagement opportunities, including sampling (where permitted) and the chance to win a spot on ‘Team Michelob Ultra’ for the finals, which will come with a plethora of enhanced gifting and touchpoints. Through this partnership, Michelob Ultra aims to reinforce its connection with the golfing community and create memorable moments for both amateur participants and PGA of Canada professionals.

"We are thrilled to welcome Michelob Ultra as the Official Beer Sponsor of the RBC PGA Scramble," said Kevin Thistle, PGA of Canada CEO. "We are so lucky to have such amazing National Partners that make this competition fun for players of all skill levels. Michelob Ultra is of that same pedigree and will elevate the experience for amateur participants as well as our PGA of Canada professionals and their host courses.” 

"Michelob Ultra believes that it’s only worth doing something if you enjoy it and with golf being one of our main passion points, becoming the Official Beer Sponsor of the RBC PGA Scramble was a natural fit to celebrate the joy of the game," said Mike Bascom, Senior Marketing Director, Michelob Ultra Canada. "Golf is a sport that brings people together, and our brand is all about encouraging people to live an active and balanced lifestyle, so we’re excited to be championing fan engagement at the tournament in a way that only Michelob Ultra can."

The RBC PGA Scramble is entering its ninth year of competition and has steadily grown each summer with last summer featuring 170 local qualifiers and 12,000 participants. Thanks to competition improvements, such as strict handicap enforcement, Diversity, Equity & Inclusion initiatives, such as a pathway for all-female teams to qualify for the national final, and an improved player experience thanks to the tournament’s national partners, summer 2024 is projected to have an even higher turnout.   

There are already over 150 courses registered to host a local qualifier in 2024. Player registration opens on April 8, 2024.

To learn more, visit: www.rbcpgascramble.com.