The European Seniors Tour has announced that Hardys, the number one Australian wine brand in the UK, will adopt a more prominent position on the Tour over the next three years to embrace the period when the ‘Big Five’ of European golf – Seve Ballesteros, Nick Faldo, Bernhard Langer, Sandy Lyle and Ian Woosnam – all turn 50.
The new agreement, which runs from 2006 through 2008, will see Hardys raise its profile at a number of key events on this year’s schedule, which began last week with former Ryder Cup player Josà© Rivero of Spain defeating England’s David J Russell in a play-off to win the season-opening DGM Barbados Open.
As part of these initiatives, the extremely popular Hardys Wines Hole-in-One prize will be extended to amateurs playing in selected pro-ams. For the past five years, every professional recording an ace during a European Seniors Tour officially sanctioned event has won a bottle of Hardys Nottage Hill wine for every yard of the hole in question. From this season onwards, every amateur achieving the same feat will be rewarded with 60 free bottles of Hardys Nottage Hill.
Additionally Hardys will retain its position as the Official Wine Supplier to the European Seniors Tour and through this agreement the brand’s mobile wine bar will be made available at a number of tournaments to further the enjoyment for spectators.
Meanwhile, under the range of new benefits Hardys will also sponsor the Rookie of the Year Award and purchase advertising space around the European Seniors Tour highlights programme on Channel 5, while the company’s branding will appear on a greater number of on-course advertising boards as well being included on the European Seniors Tour news pages on The European Tour’s official website, www.europeantour.com.
Paul Hillier, marketing manager at Hardys, commented, “We are delighted to be entering into a new era of our relationship with the European Seniors Tour. We know that golf and Hardys are an ideal fit and look to this, our sixth year of sponsorship, to further raise Hardys profile with spectators and players alike, while continuing to support the European Seniors Tour.”
Andy Stubbs, managing director of the European Seniors Tour, commented, “Over the past five years Hardys Wines has become a popular and loyal presence at our leading tournaments so we are delighted to further strengthen our relationship through this new contract, which is both an extension and an expansion on the original five year deal.
“In addition to this, The Strathmore Mineral Water Company, a sister company to Hardys, has signed a deal to become the official water of The Senior British Open Championship, presented by Aberdeen Asset Management, which takes place at The Westin Turnberry Resort, Scotland, from July 27-30.”
European Tour www.europeantour.com
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