Pernod Ricard premium spirits arm Chivas Brothers has signed up Ryder Cup golfer Graeme McDowell as its new global brand ambassador for Ballantine’s whisky.
Northern Irishman McDowell – winner of the inaugural Ballantine’s Championship in Korea in 2008 – will now wear the Ballantine’s logo on his sleeve at all tournaments in which he plays.
Upping its stakes in the world of professional golf, Chivas Bros has also recently signed a sponsorship deal for Ballantine’s with the Omega Mission Hill World Cup in China. The event, sanctioned by the International Federation of PGA Tours, will take place from Nov 26-29 this year in Shenzhen, China.
“This is a very exciting year for Ballantine’s as we further establish our presence in the world of golf,” said Ballantine’s global brand director Peter Moore. “The Omega Mission Hills World Cup is a key event for us, as we edge closer to consolidating our position as No 1 Scotch whisky in Asia and bring the brand values that resonate so well there to life.” (IWSR 2008 figures for the Asia Pacific region showed Ballantine’s Scotch whisky to be the number one brand in the 17 Years and older category)
Ballantine’s recently announced a three-year extension to its sponsorship of the Ballantine’s Championship. Worth €12 million annually, the tournament – the fourth biggest in Asia and the biggest sporting event in Korea – will offer Ballantine’s an established platform from which to continue developing its long-term relationship with international golf, from 2011 to 2013.
The brand is also official sponsor of the Barclays Scottish Open, held every July at the Loch Lomond Golf Club, Scotland, and was an official sponsor of the UBS Hong Kong Open in 2008.