Waitrose has struck its first sports sponsorship deal with an agreement to back a golf event, the Ladies European Tour (LET).
The UK supermarket chain claims to be the first non-golfing organisation to sponsor the series of tournaments throughout the season across the UK and Europe.
The deal will include part sponsorship of the Solheim Cup, the women’s equivalent of the all-male Ryder Cup, which pits the US and European tours against each other.
Waitrose account card holders will be given discounts on tickets for European Tour events, including the Ladies British Masters and the Laura Davies Invitational.
Waitrose’s name will appear on course banners and hoardings, and the chain will provide hospitality and food stores at selected events.
Waitrose director of selling and marketing Mark Price says: “Golf is the fastest growing sport among women of all ages.
“We’re always trying to increase the benefits enjoyed by card customers and believe our association with the LET will be popular.”
The LET underwent a management shake-up last year and is seeking to raise the tour’s profile by signing new sponsorship partners, and a title sponsor.
The tour comprises 16 events, with individual sponsors for each event – including Evian, Compaq and Chrysler. Every tournament will be covered by Sky Sports.
A LET spokesman says: “We have new opportunities for marketing partners and expect to announce major deals in the near future.”