Diageo, owner of Guinness and the Gleneagles Hotel among its portfolio of brands is to become a presenting sponsor at the Scottish club hosted Ryder Cup in 2014.
The company will highlight Johnnie Walker Scotch Whiskey renewing an association with that brand from 1989, 1993 and 1997, when the competition was held in Europe.
Diageo have also pledged to work with Clubgolf, the Scottish junior golf development agency with a view to increasing participation theoughout Scotland in the years leading up to the event.
The latter item raises issues of alcohol advertising to the young and needs to be very carefully handled. Sport for Business will run a major feature on Alcohol sponsorship in Sport in the issue to be published on January 26th 2012