Stella Artois Sinks Open Championship Deal
Stella Artois has signed a new agreement to become the Official Beer and Cidre of The Open Championship, to be held at Royal Liverpool in July.
Stella Artois will be available at Royal Liverpool from 13th to 20th July 2014, with customised space for golf fans throughout the prestigious Championship, won by Phil Michelson at Muirfield last year.
Away from Royal Liverpool, Stella Artois’ sponsorship of The Open Championship will be supported with a fully integrated campaign including above the line, on-pack promotions and digital marketing.
The Open Championship adds to a growing sponsorship portfolio of the Belgian beer, which already includes the Cannes Film Festival and the Kentucky Derby.
Phil Pick, marketing manager for Stella Artois UK, said: ‘At Stella Artois we have a huge appreciation for events that celebrate a real sense of occasion and excellence. We are delighted to be a part of one of the biggest sporting events in the UK and look forward to showcasing our pouring ritual to the thousands of fans who will attend Royal Liverpool this July. At The Open Championship we won’t just be serving good beer and cider, we will only be serving the best.’
Mike Tate, executive director – business affairs at The R&A added: ‘The Open Championship is delighted to welcome Stella Artois as the Official Beer and Cidre for the 143rd Championship at Royal Liverpool. We are proud to partner with Stella Artois who share our values of promoting the best in delivery and craftsmanship.’
