Amstel Light Scores with PGA

NEW YORK — It’s no longer just tee time for the PGA of America: The pro golf organization Wednesday announced a deal to make Amstel Light its official beer.

As part of the three-year pact, Amstel Light gains exclusive rights to the PGA of America name, logo and official designation in advertising and promotional efforts, and will have a “prominent presence” at such events as the Ryder Cup Matches, the PGA Championship, the Senior PGA Championship and the Grand Slam of Golf.

Amstel Light, distributed by White Plains, NY-based Heineken USA, will also be an exclusive sponsor the PGA of America Club Professional Championships, a series of tournaments conducted in each of the 41 sectors of the PGA, culminating with the Club ProFinals, which awards the top players a spot in the PGA Championships.

Amstel Light will take the PGA of America relationship to retail through a series of consumer promotions and dual-branded merchandising offers, including golf-themed Amstel Light advertising focused against all PGA of America events, according to Yuri Schwalbe, Amstel Light’s marketing director at Heineken USA.