The R&A and SABMiller plc have entered into a long term agreement under which Pilsner Urquell, the iconic beer brand from SABMiller, will become the Official Beer of The Open Championship.
The arrangement is effective from the 2009 Championship at Turnberry and will last for five years, taking in confirmed future Championships at St Andrews, Royal St George’s and Royal Lytham & St Annes.
Vinod Giri, international brand director of SABMiller plc said, “The heritage, authenticity and premium nature of The Open Championship offer fantastic synergies for Pilsner Urquell. Both brands are the original, uncompromised leaders in their fields and set the gold standard. We are excited by this partnership, and look forward to building a long and successful association with The R&A.”
David Hill, R&A director of championships, said, “The R&A is delighted to welcome Pilsner Urquell as the Official Beer of The Open Championship. I’m sure spectators at this year’s Open at Turnberry will be delighted that such an iconic beer is available throughout the Open Championship site.”
The agreement will see Pilsner Urquell served within all public and VIP hospitality facilities. In addition, SABMiller group companies around the world will be able to utilise the association with The Open Championship through advertising, promotions, ticketing and hospitality.