Heineken also sponsors UEFA Champions League football

Heineken also sponsors UEFA Champions League football

Heineken has signed a three-year deal to become the official sponsor of the Irish Open Golf Championship.

The tie-up, which will run until 2014, reinforces the brewer's relationship with golf in Ireland, Heineken said late last week. No financial terms were announced.

The Amsterdam-based brewer was title sponsors of the Irish Open from 1995 to 2002, Heineken spokeswoman Marnie Kontovraki told just-drinks. It returned as official beer supplier in 2010 on a year-to-year basis before securing the new three-year partnership.

The return this year to Northern Ireland after a 40-year absence has increased the event's awareness, profile and desirability, Kontovraki said.

She also said the recent success of Northern Irish golfers Rory McIlroy, Darren Clarke and Paul McGinley has made it a "must-be-at" event for Heineken.

"It will help us build brand awareness and recognition in that part of the island," Kontovraki said.

Commercial director for the Irish Open James Finnigan said: “We are delighted that a leading global brand such as Heineken has added the Irish Open to its sponsorship portfolio." 

The EUR1.5m (US$1.87) PGA tournament, which this year takes place in Royal Portrush from 28 June to 1 July, attracts a range of sponsors.

Last week, Diageo announced its Bushmills Irish Whiskey brand was the event's exclusive whiskey supplier.

The 2013 Irish Open will be played at Carton House Golf Club in County Kildare.

Heineken also sponsors football's UEFA Champions League and rugby union's Heineken Cup.