Chivas Regal has extended its Chivas Life marketing campaign to cover sailing.

The campaign has stretched to include sailing, staring out with its position as the official sponsor of the recent King's Cup Regatta, in Thailand, the company said yesterday (18 April).

Chivas has also announced its sponsorship of the Olympic sailor Ben Ainslie OBE. In his role as global brand ambassador, Ainslie will support Chivas's sponsorship activity in the sailing arena.

The next destination in the Chivas Life Series is the Americas Cup 2007 in Valencia, Spain, sponsoring the China Team.

"The Chivas Life series is going from strength to strength as it enters its second year," said Martin Riley, international marketing director at the brand's owner, Chivas Brothers. "Sailing is an adventurous, aspirational and sociable sport which makes it a great fit for the brand as we extend the series. Ben Ainslie is equally, for us, the perfect embodiment of the "Chivas Life" - young, dynamic and successful.

"The sailing sponsorships mark the next phase of the Chivas Life Series."