Nov 29, 2011 at 02:00 PM
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Diageo To Promote 2014 Ryder Cup In 180+ Countries

Diageo, the world’s leading premium drinks business and producer of Johnnie Walker Scotch whisky, has been named an Official Partner of The 2014 Ryder Cup at Gleneagles. The agreement will see Diageo use its portfolio of alcohol brands to promote The 2014 Ryder Cup around the globe in partnership with Ryder Cup Europe. In particular, Johnnie Walker, the company's leading Scotch whisky, will play a key role in the activation.

Diageo owns The Gleneagles Hotel, the host venue for the 40th staging of the biennial contest. The Official Partner agreement builds on Diageo’s long-standing association with The Ryder Cup which stretches back to the 1980s when Johnnie Walker was a presenting sponsor of The Ryder Cup in Europe in 1989, 1993 and 1997.

Diageo officials say they will work closely with Ryder Cup Europe to promote the tournament and Scotland in more than 180 countries around the world where the company markets its products.

“We are already tremendously excited to be hosting The Ryder Cup at Gleneagles in 2014 and we are determined to make this event a major success for the whole of Scotland," Peter Lederer, Chairman of Gleneagles Hotel and Diageo rep, said. "Adding Johnnie Walker as a global brand which is exported to over 180 markets around the world, can only help us achieve that goal. “Diageo, Johnnie Walker and Gleneagles Hotel have a long and proud history of supporting golf in Scotland and there couldn’t be a stronger team than the world’s number one Scotch whisky, the world’s number one team golf event, The Ryder Cup, and Scotland’s finest hotel golf resort, Gleneagles.” As part of its role as Official Partner, Diageo has also committed to working with Clubgolf – the Scottish junior golf development agency – at corporate level to help promote participation in golf across Scotland, with numerous initiatives planned for the build up to 2014.

“We are delighted that Diageo and Johnnie Walker are making a welcome return to The Ryder Cup at the highest level, playing an active role in helping Ryder Cup Europe to put on a world class event in 2014 at Gleneagles, the course owned by Diageo," Richard Hills, European Ryder Cup Director, added. “It is important to have a strong Scottish brand on board for The Ryder Cup in 2014 and Diageo recognises the importance the event will have on Scotland and Scottish golf and will work with us to provide a lasting legacy. #dealstag