Pilsner Urquell strikes deal with The Open Golf Championships

by Gemma Charles, marketingmagazine.co.uk 14-Jan-09, 09:15

LONDON - SABMiller has signed a deal which will see Pilsner Urquell become the official beer of The Open Golf Championships.

The arrangement is effective from the upcoming 2009 Championship at Turnberry and will last for five years, taking in confirmed future events at St Andrews, Royal St George's and Royal Lytham and St Annes.

Vinod Giri, SABMiller international brand director, said: ‘The heritage, authenticity and premium nature of The Open Championship offer fantastic synergies for Pilsner Urquell.'

Under the agreement, Pilsner Urquell will be served within all public and VIP hospitality facilities. In addition, SABMiller group companies around the world will be able to utilise the association with The Open Championship through advertising, promotions, ticketing and hospitality.