The English Golf Union (EGU) have announced a major new sponsorship agreement with Fuller’s that will see the brewer’s London Pride brand supporting a number of initiatives at club level throughout England.
As part of the agreement London Pride, the UK’s leading premium ale, will become the title sponsor of the EGU Gold Medal, the flagship event for club handicap golfers from 2007 onwards.
London Pride is the UK’s no.1 premium ale and is brewed by Fuller Smith & Turner P.L.C., more commonly known as Fuller’s, at the Griffin Brewery in Chiswick, London. This sponsorship is part of a widespread commitment to supporting grassroots sports.
The five-year deal was announced as the 2006 Gold Medal Final teed off at The National Golf Centre, Woodhall Spa, last weekend. The Gold Medal is an extremely well established and respected grassroots tournament with over 600 clubs and 90,000 golfers taking part each year and the 81 top competitors invited to the two-day grand final at Woodhall Spa.
In addition, London Pride will support a new initiative to identify the “friendliest club of the year”. Club golfers will be asked to vote for those clubs, other than their own home club, that provide the most welcoming and enjoyable experience for visiting golfers.
The EGU and Fuller’s will also sponsor a club’s winter knockout, supplying results sheets and prizes to those clubs who choose to participate.
David Spencer, brands marketing manager for Fuller’s said, “London Pride stands for getting the best out of life and for many of our drinkers that includes enjoying a good game of golf and a pint afterwards. We are delighted to be working with the EGU to support the game at club level. Golf is one of the most popular sports in the country and supporting clubs and their members through this sponsorship allows us to give something back to what is arguably the most important element of the game, its grassroots.”
Paul Baxter, chief executive of the EGU added, “The investment by Fuller’s is a great boost. Club members are truly the lifeblood of our game. Fuller’s recognition of this and their support for not only the Gold Medal, our national championship event for club golfers, but for the other club initiatives is certainly appreciated and complements the EGU’s efforts of investing in our clubs and their members.”
The deal was brokered by Sponsorship Media, Fuller’s sponsorship agency. Other Sponsorship Media clients include, EDF Energy, Asda, National Australia Bank and Cheltenham and Gloucester.