SOUTH KOREA: Ballantine’s sponsors golf championship
Chivas brothers has invested in its Ballantine's brand by title sponsoring a world golf tournament in Korea.
The Pernod Ricard-owned company said today (3 July) that it is investing US$2.6m in the European Tour event entitled the 'Ballantine's Championship' held on 13-16 March 2008. The company said it plans to sponsor the event for a minimum of three years.
Chivas Brothers chairman and CEO Christian Porta said: "It is our privilege to help bring this prestigious new tournament to Korea. Ballantine's is an iconic brand and golf is an iconic sport and together they are a powerful combination, which complemented by live television coverage, will help to increase the popularity of golf in Korea."
The European Tour executive director George O' Grady added: "We are delighted to welcome Ballantine's into our family of global sponsors and congratulate them, in addition to The Korea PGA and Parallel Media Group, for their foresight, support and vision."
The news follows the company's announcement in May that it will invest EUR40m (US$54m) in the global positioning of its Ballantine's range and plans to take the outright number two volume position in the world Scotch whisky league.
The worldwide 'Leave an Impression' campaign kicked off in Germany, Brazil, Spain and Australia before rolling out to potentially 60 markets. The campaign was supported by a redesign of the brand's packaging, offering one global pack identity.
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