Brooks Koepka fans do a double take as DP World Tour confirms Michelob ULTRA deal

Brooks Koepka fans have been left doing a double take after the DP World Tour confirmed a new partnership that just so happens to involve one of the five-time major champion’s most recognisable sponsors.

Michelob ULTRA was today unveiled as the Official Beer Partner of the DP World Tour, a first-of-its-kind deal for the European-based circuit — and the timing has certainly raised eyebrows given Koepka’s increasingly uncertain playing future.

Why is this significant? Just before Christmas, on 23 December, Koepka, 35, confirmed he was walking away from LIV Golf ahead of 2026, choosing to terminate his contract a year early. 

With his PGA Tour suspension still in place, the DP World Tour suddenly looks like one of the few realistic competitive homes available to him outside of the majors.

• Rory McIlroy makes Brooks Koepka admission after qutting LIV Golf

Koepka is no stranger to the DP World Tour either. He cut his teeth on the Challenge Tour before graduating to Europe’s main tour, and he even dipped his toe back in last season, teeing it up in a handful of DP World Tour events at the back end of the 2025 schedule once LIV Golf had wrapped up.

That context makes this week’s announcement all the more intriguing.

Michelob ULTRA has been a long-time sponsor of Koepka, with the former World No.1 regularly seen promoting the brand in recent years. 

While it remains unclear whether Koepka is still formally contracted to Michelob, the connection is strong enough for fans to start joining the dots.

Reports earlier this week suggested Koepka could restrict his 2026 schedule to just the four majors, but other sources have indicated he may add a small number of DP World Tour events to his calendar. 

Koepka's representatives have already confirmed his decision to leave LIV Golf was driven by a desire to spend more time with his family, rather than any immediate plan to return to a full-time global schedule.

Still, the optics are hard to ignore.

The DP World Tour’s press release spoke of “creating more moments of cheers for millions of golf fans globally” as Michelob ULTRA was confirmed as its Official Beer Partner for the first time in Tour history.

As part of the deal, Michelob ULTRA will roll out custom pouring activations across fan villages at several of the Tour’s flagship events, including the Genesis Scottish Open, the FedEx Open de France and the BMW PGA Championship at Wentworth.

“Golf perfectly embodies the balanced, active lifestyle that Michelob ULTRA stands for,” said Richard Oppy, AB InBev Global President, Premium Brands. “We’re proud to partner with the DP World Tour to bring fans around the world closer to the game they love.”

Guy Kinnings, Chief Executive Officer of the DP World Tour, added: “Michelob ULTRA’s global scale, brand growth and dedication to elevating fan experiences make them an ideal partner as we continue to expand the reach and impact of golf’s global Tour.”

Beyond on-site activations, the partnership will also deliver new digital and social content across the Tour’s platforms, with a focus on responsible drinking and offering low- and no-alcohol options, including Michelob ULTRA Zero.

Whether this deal is simply a commercial coincidence or something more symbolic remains to be seen. But with Koepka’s LIV exit confirmed, his PGA Tour return blocked and his ties to both the DP World Tour and Michelob ULTRA firmly established, it’s no surprise that fans are reading between the lines.

The DP World Tour’s 2026 season continues next week at the Dubai Invitational, before staying in the Middle East for the Dubai Desert Classic. Rory McIlroy and Tommy Fleetwood will both launch their 2026 campaigns in Dubai, with McIlroy set to play eight straight DP World Tour events for the first time since his teenage years.

As for Koepka, the door may not be wide open — but it certainly doesn’t look closed.