AN independent Scotch whisky distiller has become the first official partner of the golf world’s new UK Swing.
Yesterday, Loch Lomond Whiskies announced its partnership with the new style of golf tournament, which was brought in after Covid-19 forced the cancellation of more than 30 events on the normal European Tour.
As part of the new relationship, Loch Lomond Whiskies’ hand sanitiser will be available on every tee during each of the six tournaments planned to take place across July and August.
Loch Lomond Group was one of the first spirits companies in the world to utilise their existing resources and infrastructure to make hand sanitiser to support those in need throughout the coronavirus pandemic.
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As the European Tour resumes, the whisky distiller will help ensure good hygiene as part of a comprehensive health strategy.
The partnership will also support the launch of the “Golf for Good” initiative. This initiative will aim to have a positive impact in the communities where the golf tour plays by rewarding “heroes of the pandemic such as front line workers, and promoting the many health benefits that golf offers to everyone”.
Loch Lomond Group CEO Colin Matthews said: “The European Tour is one of the most internationally recognised and respected golf bodies in the world and we are delighted to become a key partner of the UK Swing. This new association further extends our already very successful association with the game of golf ... and allows us to support the launch of the European Tour’s excellent ‘Golf for Good’ initiative.”
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Max Hamilton, the European Tour’s head of commercial partnerships, said: “We are delighted to welcome Loch Lomond Whiskies and their award-winning brands as the first official partner of our new UK Swing.
“This innovative stretch of six events marks the start of our new ‘Golf for Good’ initiative, enabling us to give back during these unprecedented times.
“Our health strategy is vital to this and Loch Lomond Whiskies will also contribute to that through the provision of hand sanitiser.
“This is a great example of how brands can work together in different ways at the moment.”
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