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Heineken to sponsor Irish Open

27 July 2011 | Posted in Sponsorship, Golf, Europe | By Michael Long

The PGA European Tour has announced Dutch brewer Heineken as an official sponsor of this week’s Irish Open at the Killarney Golf and Fishing Club.

Heineken previously title sponsored the event under its Murphy’s brand between 1994 and 2002. This year’s sponsorship bolsters the beer brand’s sports portfolio, which includes rugby union’s Heineken Cup and Rugby World Cup, and soccer’s Uefa Champions League.

Financial terms of the agreement were not released.

“We are delighted with the opportunity to present Heineken at this prestigious sporting event. The Irish Open is respected throughout Europe by professional golfers and spectators alike,” said Walter Drenth, marketing director for Heineken Ireland. “The special ambiance of Killarney and its unique beauty will enhance the staging of the tournament.”

James Finnigan, sales and marketing executive for the European Tour, said: “The European Tour are pleased to once again get support from Heineken, this commitment to become an official sponsor of the Irish Open represents a significant coup for the tournament and the European Tour.”

He added: “Sponsorship is a very challenging marketplace; therefore it is especially pleasing for the European Tour to welcome back an organisation of Heineken’s stature to the Irish Open. We look forward to working with Heineken in the weeks preceding the tournament and tournament week, which will contribute to the success of a very special bank holiday weekend for Irish sports fans.”

Heineken joins Failte Ireland, BMW, Genworth, The Europe Hotel, Liebherr and The Irish Examiner as sponsors of the event.

 

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