London Pride has signed up as the official beer sponsor of golf’s World Match Play Championship. The Fuller’s-owned brand has agreed a three-year deal to sponsor the event, which has a £1m prize for the winner – the highest in golf.
As part of the sponsorship, London Pride branding will appear on perimeter boards at Wentworth Golf Club during the event. The brand will also run a press campaign during the tournament, which will be televised on BBC, and will run from October 11 to 14.
London Pride will be sold in Wentworth’s tented village and customers at selected Fuller’s pubs will have the chance to win tickets for the event.
The deal is London Pride’s latest attempt to associate itself with golf. The brand sponsors the English Golf Union, as well as The Publican Golf Tournament for pubs and clubs. HSBC is the headline sponsor of the World Match Play Championship.