William Grant & Sons is upping the UK exposure for Grant's Signature through a new GBP1.2m (US$1.8m) sponsorship deal with Sky Sports.

The campaign, which goes live today, will see the extension of its Grant's blended Scotch whisky brand feature during Sky's TV and online coverage of the qualifying games for UEFA's Euro 2016 tournament. The iteration, which was launched last May, will appear on coverage on Sky Sports 5, Sky Pub Sports, Skysports.com, Sky Go and Sky On Demand.

Grant's Signature will receive 15 seconds of sponsorship "bumpers" going into and out of programmes and two five-second slots in ad breaks.

"We’re investing heavily in the right areas to ensure Grant’s Signature becomes part of our target audience’s whisky repertoire and challenges old-fashioned perceptions of blended whisky," said William Grant's brand manager, Ali Cloudsdale.

Further investment in the brand this year will include off-trade "experiential activity", on-pack promotions and a digital campaign to drive trial of Grant’s Signature’s key serves, the company said.

To read an exclusive Q&A with William Grant & Sons' global whisky specialist for innovation, Kevin Abrook, click here.