Golf’s European Tour has signed up single malt whisky brand Loch Lomond Whiskies to its sponsorship portfolio.
The deal will run through the organisation’s ‘UK Swing’ which includes six events across the UK this summer, beginning with the British Masters on July 22 as the tour returns to action for the first time since its suspension due the the Covid-19 outbreak.
As part of the agreement, the brand will supply hand sanitiser at all six of the tournaments. It was one of the first companies to utilise its facilities to produce hand sanitiser amid the Covid-19 pandemic.
Max Hamilton, the European Tour’s head of commercial partnerships, said: “This innovative stretch of six events marks the start of our new ‘Golf for Good’ initiative, enabling us to give back during these unprecedented times.”
“Our health strategy is vital to this and Loch Lomond Whiskies will also contribute to that through the provision of hand sanitiser. This is a great example of how brands can work together in different ways at the moment.”
The European Tour’s Golf for Good initiative will span all its events in 2020 and will aim to make a positive impact in the communities where the European Tour plays, as well as the sport of golf , by rewarding heroes of the pandemic such as front line workers.
Loch Lomond Whiskies already holds sponsorship of the British Open through its agreement with the Royal and Ancient Golf Club of Saint Andrews (R&A) which sees it take the role of ”The Spirit of the Open”. This contract began in 2008 and will run until 2022.
In February 2020, it also signed a three-year contract with the Professional Golfers’ Association (The PGA), this affords it title sponsorship of the Scottish Open.