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Latest Whisky News - New china golf sponsorship deal announced by Ballantie's - 24th November, 2009

As ballantine’s secures global brand ambassador in Mcdowell

Ballantine’s, the world’s No 2 range of blended Scotch whisky, is reinforcing its global commitment to the world of golf with the appointment of 2008 Ryder Cup golfer Graeme McDowell as Global Brand Ambassador.

The collaboration coincides with the signing of a sponsorship deal for the Scotch whisky brand with China’s Omega Mission Hill World Cup – in which McDowell will join the world’s finest players to represent their countries including 2009 Ballantine’s Championship winner Thongchai Jaidee.

McDowell has a well established relationship with Ballantine’s, following his involvement in the Ballantine’s Championship in 2008 and 2009. On winning the inaugural tournament in 2008, McDowell was invited to create a limited edition blend with Master Blender Sandy Hyslop, which was later auctioned for $11,000, with all proceeds going to charity.

As Global Brand Ambassador for Ballantine’s, McDowell will sport the Ballantine’s logo on his sleeve when competing, offering the brand a strong presence at golf tournaments, including all Majors and World Golf Championships. The link up will also involve PR activity during key tournaments, including the Ballantine’s Championship in April 2010.

As the new official Scotch whisky sponsor of the Omega Mission Hills World Cup, Ballantine’s will enjoy a unique opportunity to participate in the growth of golf in the world’s most dynamic country. With a population of 1.4 billion, China is both a key market for the blended Scotch whisky brand as well as having one of the fastest growing golf industries in the world. It currently is home to over 200 courses with at least another 100 under construction. The event, sanctioned by the International Federation of PGA Tours, will take place from 26-29 November 2009 at Mission Hills Golf Club in Shenzhen, China.

Peter Moore Global Brand Director, Ballantine’s comments: “This is a very exciting year for Ballantine’s as we further establish our presence in the world of golf. The Omega Mission Hills World Cup is a key event for us, as we edge closer to consolidating our position as No 1 Scotch whisky in Asia* and bring the brand values that resonate so well there to life.

“Additionally, we are delighted to have signed Graeme as a Global Brand Ambassador for the brand. We have worked closely with him both at home – at the Scottish Open, and away – at the Ballantine’s Championship in recent years, and have always been impressed by his outstanding golf talent, dedication and natural flair. We are confident that this formal collaboration will prove successful for both parties and leave a lasting impression on the golfing world.”

Ballantine’s recently announced a three year extension to their sponsorship of the Ballantine’s Championship. Worth €12 million annually, the Ballantine’s Championship - Asia’s fourth biggest tournament and the biggest sporting event in Korea – will offer Ballantine’s an established platform from which to continue developing its long-term relationship with international golf, from 2011 to 2013.

Ballantine’s and golf are both international icons that originate from Scotland, and so are the perfect match. Golf is a sport which many Ballantine’s consumers enjoy and therefore it has proved an effective platform to communicate the brand’s reputation internationally. For many people around the world, Ballantine’s represents authenticity, prestige and flair - qualities that world-class golf has in abundance.


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