Competitor Group Announces Expanded Partnership with Anheuser-Busch

April 19th, 2017
  • Michelob ULTRA Named Title Sponsor of 7th Annual Rock ‘n’ Roll St. Louis in October
  • Agreement includes 3-year renewal as ‘Official Beer Sponsor’ and ‘Official Sponsor of Post Race Celebrations’ for all 22 Rock ‘n’ Roll Marathons Series events in the U.S.

Competitor Group, Inc. (CGI), operators of the Rock ‘n’ Roll Marathon Series, today announced an expanded relationship with Michelob ULTRA as the new title sponsor of the Rock ‘n’ Roll St. Louis Half Marathon.

As part of the deal Michelob ULTRA has also extended its longstanding partnership as ‘Official Beer Sponsor’ and ‘Official Sponsor of Post Race Celebrations’ across the Rock ‘n’ Roll Marathon Series 22 events in the United States. The 7th annual Michelob ULTRA Rock ‘n’ Roll St. Louis Half Marathon returns the weekend of October 14 – 15, 2017 and expects more than 10,000 runners participating over event weekend.

“We are proud to continue Michelob ULTRA’s partnership with the largest marathon series in the U.S., and especially proud to be the title sponsor in St. Louis, where our company has such a rich history,” said Eelco van der Noll, vice president, Experiential Marketing at Anheuser-Busch. “Rock ‘n’ Roll has continued to be a fantastic partner in helping to bring our consumers unique experiences, and of course the perfect beer for those who go the extra mile to live an active, balanced life.”

Michelob ULTRA has served as the official beer sponsor of the Rock ‘n’ Roll Marathon Series since 2012. The series of marathons and half-marathons is known for an unparalleled participant experience, which fills miles of roads with music and entertainment at 22 destination events across the country every year.

“Michelob ULTRA has been a great partner over the years so we are pleased to have them come on in a larger role as the title sponsor of Rock ‘n’ Roll St. Louis,” said John Smith, Senior Vice President, Rock ‘n’ Roll Marathon Series. “This brand fully supports and encourages a healthy well being and with their roots in St. Louis it’s a natural fit.”

The Michelob ULTRA Rock ‘n’ Roll St. Louis will feature two-days of running with the half marathon and 10K on Sunday, October 15 at 7:00 am and the Michelob ULTRA Rock ‘n’ Roll St. Louis 5K presented by Brooks on Saturday, October 14 at 8:00 am. Participants can take the “Remix Challenge” by running both Saturday and Sunday to earn the coveted Remix Challenge medal in addition to each race’s finisher medals.

The half marathon and 10K will start and finish in downtown St. Louis. The course will provide incredible views of St. Louis’ signature Gateway Arch and will highlight the city’s scenic neighborhoods, historic areas and parks. The 5K will also take place downtown.

In true Rock ‘n’ Roll fashion, live bands, enthusiastic cheerleaders and spectators will line the race route, concluding with a celebratory finish line festival and post race Toyota Rock ‘n’ Roll Concert Series.

Race weekend kicks off with a free Health & Fitness Expo, where runners can find the latest in running technologies, fitness apparel, health and nutrition information and interactive displays. The expo will take place at America’s Center Convention Complex on Friday, October 13 from 3:00 p.m. – 7:00 p.m. and Saturday, October 14 from 10:00 a.m. – 5:00 p.m. The expo is free and open to the public.

For more information about Rock ‘n’ Roll St. Louis or to register for the event, please visit

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