Pilsner Urquell signs Open Championship deal

SABMiller has signed a five-year deal with golf body the R&A which will see Pilsner Urquell become the official beer of the Open Championship.

The deal starts with the Open in Turnberry this year and subsequent tournaments at St Andrews, Royal St George's and Royal Lytham and St Annes.

Nick Miller, managing director of Miller Brands UK, said: "The relationship with the British Open Championship is a fantastic showcase for Pilsner Urquell.

"It also enables us to offer our customers some exciting promotional activity that will help them to reward their consumers and build business."

David Hill, R&A director of championships, said: "The R&A is delighted to welcome Pilsner Urquell as the Official Beer of The Open Championship.

"I'm sure spectators at this year's Open at Turnberry will be delighted that such an iconic beer is available throughout the Open Championship site."

The agreement will see Pilsner Urquell served within all public and VIP hospitality facilities.

In addition, SABMiller group companies around the world will be able to use the association with The Open Championship through advertising, promotions, ticketing and hospitality.

The beer has seen sales growth in excess of 50 per cent in the last six months - this is in contrast with the overall decline in the UK beer market.