The PGA has expanded its sponsorship team with the appointment of David Longmuir – the former chief executive of the Scottish Football League (SFL).
Longmuir’s role will include exploring sponsorship and commercial opportunities within The PGA’s seven regions, initially focusing on Scotland and the North of England.
The Scot, who headed up the SFL for six years from 2007-13, brings a wealth of experience and knowledge to the role having also worked for Diageo – the world’s biggest spirits company – and the Bank of Scotland.
He was with Diageo for 20 years in a range of sales and marketing, trade and sponsorship roles culminating in his final position as director of Diageo Brand Protection Programme.
Among the Diageo labels he managed were famous names – Bells and Johnnie Walker. With Bells he looked after management of the Scottish Football League Partnership while he also oversaw the Johnnie Walker sponsorship of the Scottish PGA Championship at Gleneagles and Scottish Amateur Championship so he has seen both sides of golf’s professional and amateur game.
“One of my key roles and key focus at the SFL was to bring investment into the game through sponsorship and commercial activities with broadcasters and big name brands,” he said. Throughout my career successes have been about sponsorship delivery and creating good quality, long-term sponsorship partnerships.
“I believe golf and whisky are the two most important products that Scotland has – you go to any bar in the world and find there is always a bottle produced in Scotland while golf is important because of the origins of the game and its Scottish Heritage.
”I’m looking forward to the chance to explore commercial and sponsorship opportunities in Scotland and the North of England and over time across all PGA regions.”
Longmuir will report to Robert Maxfield, The PGA’s joint chief operating officer, who added: “David’s appointment demonstrates our commitment to helping The PGA regions to create more commercial opportunities.
“David has a proven background and will be an asset in helping to achieve our goals of creating enhanced sponsorship and commercial opportunities across The PGA.”
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