Pernod Ricard has signed a new deal for its malt brand The Glenlivet to sponsor a themed night on the Golf Channel in the US.

Academy Monday, presented by The Glenlivet, will encompass 90 minutes and three programmes aimed at providing golf instruction, strategy and tips to a US golfing audience, the company said today (4 September).

The sponsored evening, hosted by Golf Channel analyst Brandel Chamblee, will feature 40 weeks of original, instructional programming, which began on 25 August.

The sponsorship will include The Glenlivet-branded programme opens and closes, with a branded set. The Glenlivet also will receive branded golf and Scotch trivia questions, quick tips and lessons interspersed throughout the 90-minute programming block.

Additional billboards will air on Golf Channel throughout each week to promote Academy Monday.

"Academy Monday presented by The Glenlivet represents an incredible opportunity for the brand to reach millions of viewers from our key demographic," said Ron Zussman, marketing director for The Glenlivet, Pernod Ricard US. "This themed night of programming is the perfect vehicle for us to partner and offer something of real value to our core customers."