Kuala Lumpur, March 11: Carlsberg, one of the world’s leading brewing groups in the world, announced today that it has signed a partnership agreement to become the Official Beer of the Asian Tour.
 
The deal will allow Carlsberg to leverage their brand identity with the burgeoning Asian Tour through the Tour’s various media platforms as well as on-site branding at Asian Tour events.
 
The inclusion of another international brand as a Tour Partner is huge boost for the Asian Tour, which is poised to surpass 30 tournaments for the first time in its history and offer an unprecedented US$40 million in total prize money this season.
 
It is clearly for this reason that Carlsberg is extending its support of professional golf in Asia following its involvement with several significant tournaments across the region.
 
Hans Hallan, Commercial Development Director – Asia for Carlsberg said: “Carlsberg is delighted to expand its long standing association with golf in Asia. The Asian Tour has been very accommodating and flexible in giving us a structure that allows us to promote broadly across Asia.”
 
As part of the exciting tie-up, highlights from the annual Carlsberg Golf Classic Grand Finals will be featured on the Asian Tour television platform, the Asian Tour Weekly, and Asian Tour stars will make special appearances in the Finals.
 
The newly-inked deal welcomes the return of Carlsberg, which first began its involvement with professional golf when it sponsored several of the Asian Tour’s high profile events which include the Malaysian Open, Singapore Masters, Vietnam Masters, Hong Kong Open and Macau Open.
 
Carlsberg was also a main sponsor of last week’s Maybank Malaysian Open.
 
As a further part of the deal, Carlsberg will also be invited to participate in corporate functions of the Asian Tour in key markets which include Vietnam, Cambodia, Laos, Singapore and Malaysia.
 
Asian Tour Senior Vice President Gerry Norquist expressed his delight with the synergy that this new partnership with Carlsberg will bring.
 
“We are excited to welcome Carlsberg into our growing list of Tour Partners, which now include many high profile international brands. The Asian Tour would like to thank Carlsberg for its support and we look forward to another lasting relationship ahead which I believe will benefit both parties,” said Norquist.
 
“The Asian Tour is enjoying exciting times as our Schedule keeps expanding with each passing year. We are poised to surpass all records in terms prize money and total number of events this season and it is thanks largely to the support of Corporate Asia which has placed its faith firmly on the Asian Tour.”