Whyte & Mackay has confirmed it will headline sponsor this year's Earls Court Boat show in London.

The company said today (30 August) that the Whyte & Mackay Earls Court Boat Show, held from 1 to 9 December, is expected to attract in excess of 222,000 visitors.

The sponsorship will offer the company extensive branding presence, hospitality and pouring rights for all its brands, including Whyte & Mackay, Jura, Dalmore, Vladivar and Glayva as well as outdoor and national press advertising promoting the event.

Whyte & Mackay will also hold a competition in both the on- and off-trade, as well as national press, offering consumers the opportunity to win prizes such as a water sports holiday in the Maldives, VIP weekends in London or tickets to the boat show.

Whyte & Mackay UK customer marketing director Nick Gaskin said: "Sailing is a highly aspirational sport that is adored world-wide and our sponsorship of the Whyte & Mackay Earls Court Boat Show ensures we can reach out to this audience, as well as the wider public audience who visit the show for its entertainment value."

The Scotch distiller, which was acquired by India's UB Group earlier this year, recently reported that pre-tax losses for the year to the end of last September came in at around GBP2.2m (US$4.5m), an improvement on a loss of GBP3.4m in the corresponding period a year earlier.

Sales for the 12-month period came in just under GBP161m, compared to GBP149m in 2004-2005. Operating profits, meanwhile, were up to GBP13.1m against GBP11.6m a year earlier.