Pilsner Urquell will tee off its marketing efforts this summer with a golf campaign after signing a deal to become the official beer of the Open Championship.
The Czech lager brand has struck a five-year deal with the Open’s organiser, the R&A St Andrews, starting with the 2009 tournament at Turnberry, Scotland.
Activity around the tournament is still to be confirmed, but the golf contract will allow subsidiaries of brand owner SAB Miller - including Miller Brands UK - to use the association in advertising and promotions.
Nick Miller, managing director of brand supplier Miller Brands UK, described the deal as a “fantastic showcase” for Pilsner Urquell. “It enables us to offer customers some exciting promotional activity that will help them reward their consumers and build business,” he added.
SAB Miller International brand director Vinod Giri said there were “fantastic synergies” between Urquell and the Open.
Pilsner Urquell will be served in all public and VIP hospitality facilities at the tournament.
The deal is the second piece of major marketing activity from Urquell in recent months, following a poster ad campaign on the theme of Getting the Details Right on the London Underground’s Waterloo and City line.
The Czech lager brand has struck a five-year deal with the Open’s organiser, the R&A St Andrews, starting with the 2009 tournament at Turnberry, Scotland.
Activity around the tournament is still to be confirmed, but the golf contract will allow subsidiaries of brand owner SAB Miller - including Miller Brands UK - to use the association in advertising and promotions.
Nick Miller, managing director of brand supplier Miller Brands UK, described the deal as a “fantastic showcase” for Pilsner Urquell. “It enables us to offer customers some exciting promotional activity that will help them reward their consumers and build business,” he added.
SAB Miller International brand director Vinod Giri said there were “fantastic synergies” between Urquell and the Open.
Pilsner Urquell will be served in all public and VIP hospitality facilities at the tournament.
The deal is the second piece of major marketing activity from Urquell in recent months, following a poster ad campaign on the theme of Getting the Details Right on the London Underground’s Waterloo and City line.
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