Fuller's boosts golf links with Matchplay deal

October 5, 2007: Fuller Smith & Turner is boosting its association with English golf with its London Pride brand becoming the official beer sponsor of the HSBC World Match Play Championship.

The contest, which starts on Thursday, offers a first prize of £1 million — the highest in the history of US and European golf.

As part of a three-year deal, London Pride will feature on perimeter boards around the famous Wentworth course during the event, which is televised on the BBC. London Pride adverts will also appear in the quality press around the event.

This activity fits in with a larger London Pride autumn campaign, which includes the current rugby shirt in-pub promotion and cinema advertising running between now and Christmas.

London Pride will be available during the HSBC World Match Play Championship for spectators to enjoy in Wentworth's tented village, as well as on a mobile bar. In addition, customers in selected Fuller's and free-trade pubs have the chance to win tickets to the event in a prize draw.

London Pride has quickly become a big supporter of golf in England at many levels. From the grass roots, with its sponsorship of the English Golf Union, to senior pros on the Senior Masters Tour. London Pride also sponsors The Publican newspaper's golf tournament for pubs and clubs, and the Clubhouse magazine awards.

David Spencer, brands marketing manager for Fuller's, said: "Being the official beer of the HSBC World Match Play Championship is a great way to underline London Pride's growing links with golf. A first class beer needs a first class event and this delivers — with many of the world's best golfers taking part and extensive coverage on BBC TV.

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