Remember the no-phone guy? Well, he signed a merchandise deal with Michelob Ultra

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It’s become all too common at PGA Tour events over the last few seasons. A star of the game hits it into the people, the fans flock to the ball like seagulls chasing down your chips at the beach, then when the player actually hits the shot, zero eyeballs see it. They all watch it through their phones, taking a video they’ll never watch again.

Just another reason why the Masters is king.

Well, a fan went old-school at last week’s PGA Championship when Tiger Woods hit a wayward drive and had to hit a heroic punch shot from the trees. Every other fan in this incredible photo watched through the lens of their smartphone while one man stood there, beer in hand, taking in the GOAT at work.

Fans at home weren’t the only ones to notice this guy — so did Michelob Ultra, the very beer the man was holding.

A few days after the photo was taken, Mark, the fan, and Michelob Ultra agreed on a deal that resulted in a 15-second advertisement centered around the photo, then a merchandise line that included a shirt and hat with Mark on it.

Michelob Ultra ad

Pretty intense for a beer commercial, but pretty damn cool.

Merchandise

Click here to purchase the shirt, and here for the hat.