The R&A and SABMiller plc have announced a five-year partnership that will see Pilsner Urquell become the Offical Beer of the Open Championship, effective for the Turnberry contest in July.
SABMiller plc is one of the world’s largest brewers, and Pilsner Urquell is their international, flagship brand.
Vinod Giri, International Brand Director of SABMiller plc, said, “The heritage, authenticity and premium nature of The Open Championship offer fantastic synergies for Pilsner Urquell.
“Both brands are the original, uncompromised leaders in their fields and set the gold standard. We are excited by this partnership, and look forward to building a long and successful association with The R&A.”
The partnership includes confirmed future Championships at St Andrews, Royal St George’s and Royal Lytham and St Annes.
David Hill, R&A Director of Championships, said, “The R&A is delighted to welcome Pilsner Urquell as the Official Beer of The Open Championship.
“I’m sure spectators at this year’s Open at Turnberry will be delighted that such an iconic beer is available throughout the Open Championship site.”
Pilsner Urquell will be served within all public and VIP hospitality facilities, and SABMiller group companies will be able to utilise the association with The Open Championship through advertising, promotions, ticketing and hospitality.
The 138th Open Championship will be played at Turnberry from 16-19 July, 2009, on the Ailsa Course, Turnberry.