How does the Ballantines Championship benefit the Ballantines brand and, in turn, Pernod-Ricard?
The Ballantine’s Championship is an exclusive way to reinforce the prestigious image of the brand and also some of the key shared values referenced above. The tournament is a refreshing way to bring the brand to life and to be associated with a sport at the highest level on the global stage. We are also investing in golf in the long-term with initiatives such as the Golf Fund in China supported by the star local player Liang Wenchong. Projects like this will help us become naturally associated with the sport. As mentioned, for Pernod Ricard it is the biggest sponsorship ever for the Group. It is a pioneering marketing initiative for us and shows that we want to get closer to our consumers in increasingly diverse ways. Pernod Ricard is the co-leader in wines and spirits globally and this type of sponsorship fits with our international position. What activities does Pernod-Ricard undertake to activate its title sponsorship? Activities on the ground in key markets such as golf simulators
