European Tour announces first Official Sponsor of UK Swing

17 Jun 2020

By: Sport Industry Group

The European Tour has agreed a new partnership with Scotch whisky distiller Loch Lomond Whiskies, which will become the first Official Partner of the Tour’s UK Swing.

The partnership will see Loch Lomond’s single malt whiskies become “The Spirit of the Tour” throughout the duration of the UK Swing, which was set up to facilitate golf’s return from the coronavirus lockdown. The phrase builds on an existing partnership between Loch Lomond Whiskies and The R&A, where the distiller’s drinks have been “The Spirit of The Open” since 2018.

As part of the new relationship, Loch Lomond Whiskies’ hand sanitiser - created after the company turned some of its production towards making the disinfectant - will be available on every tee during each of the six tournaments on the Swing, which will begin in July.

“We are delighted to welcome Loch Lomond Whiskies and their award-winning brands as the first Official Partner of our new UK Swing,” said Max Hamilton, Head of Commercial Partnerships, European Tour. 

“This innovative stretch of six events marks the resumption of the 2020 season and the start of our new Golf for Good initiative, enabling us to give back during these unprecedented times.

“Our health strategy is vital to this and Loch Lomond Whiskies will also contribute to that through the provision of hand sanitiser. This is a great example of how brands can work together in different ways at the moment.” 

As an Official Partner of the European Tour’s UK Swing, Loch Lomond Whiskies will also support the launch of the new ‘Golf for Good’ initiative, aiming to make a positive impact in the communities where the European Tour plays.

The initiative will aim to reward the ‘heroes’ of the pandemic such as frontline workers, and will promote the health benefits of golf.

Colin Matthews, CEO, Loch Lomond Group, added: “The European Tour is one of the most internationally recognised and respected golf bodies in the world and we are delighted to become a key partner of the UK Swing. 

“This new association further extends our already very successful association with the game of golf through our existing sponsorship agreement with The R&A for both The Open and The Women’s British Open and The PGA and allows us to support the launch of the European Tour’s excellent ‘Golf for Good’ initiative.”

The UK Swing is scheduled to begin on 22nd - 25th July with the Betfred British Masters, hosted by Lee Westwood at Close House in Newcastle, and will take in six events including back-to-back events at 2010 Ryder Cup venue Celtic Manor. The UK Swing will conclude with the UK Championships at four-time Ryder Cup venue The Belfry.