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Tough Mudder Names AB InBev’s Shock Top as U.S. Beer Sponsor

The Tough Mudder obstacle course event notorious for sending contenders through 10,000 volts of electricity named a beer sponsor to match: Anheuser-Busch InBev NV’s Shock Top.

The two-year deal, for undisclosed terms, replaces a previous pact with Heineken NV’s Dos Equis and covers more than 60 events in the U.S. and Canada, Tough Mudder said. Other regions, like the U.K. and Australia, may have different beer sponsors. Tough Mudder participants traditionally receive a free cup of beer and are encouraged to chug it after completing the event, a 10- to 12-mile obstacle course that sends contenders through challenges such as mud pits and fire.