Will Glen Moray benefit from sponsoring the Senior Open?

By: May 30, 2024

Over the years, I’ve discovered that single malt, scotch, and smoky whiskeys are the most enjoyable. Which one is your favorite?

The tale of Glen Moray is reminiscent of a Scottish folk story. It tells of three brothers, two older ones named Ardbeg and Glenmorangie, whose overshadowing presence caused the youngest brother, Glen Moray, to fade into the background.

Yes, in the small distillery, they produced very impressive whiskeys. One of them was a key component in the famous Bailie Nicol Jarvie premium blend. Later, LVMH, the parent company of Glenmorangie, sold Glen Moray to the French group La Martinquaise.

Recently, Glen Moray has become the new Official Whisky of the Senior Open25th to 28th July – presented by Rolex. The 3-year, 6-figure partnership will begin this summer when the only senior major in Europe returns to Carnoustie Golf Links.

The organizers of the 2024 Senior Open expect 35,000 spectators to attend.

Glen Moray Senior Open golf sponsorship

Alcoholic Beverages & golf sponsorship

Glen Moray sponsorship is also interesting because in recent years, there has been a discernible shift in consumer behavior towards adopting healthier lifestyle choices.

This trend reflects an increasing awareness of the health hazards linked to excessive alcohol consumption.

Consequently, a growing number of individuals, including athletes, are embracing non-alcoholic alternatives.

The Alcoholic Beverages sector spends just over $403 million on sport sponsorship across the EMEA region in 2023. Soccer has by far the highest deal volume in the region, accounting for 355 deals (Source: ResearchAndMarkets.com).

Alcohol and golf may seem like an odd pairing to some people, given that tour players competing at this level often do not drink alcohol. At the same time, the 2024 Olympic Games will feature the first-ever alcohol-free beer sponsor, Corona Cero.

Performance-based sponsorship

We all know that there is inherent risk involved in a sponsorship investment. E.g. bad weather can significantly impact attendance at an event.

This is why I find useful and forward-thinking PepsiCo’s latest eight-figure NFL sponsorship included a revenue-sharing agreement.

Pay-for-performance sponsorship deals, encompassing revenue sharing and incentive-based payment structures, have intermittently emerged over the past few decades.

In addition to commercial attractiveness we should also measure audience engagement and activation potentials. What answers could Glen Moray receive from the organizers to these questions?

Have you ever used Elevent’s Cakemix software to analyze the impact and profitability of your golf sponsorships? Share your experiences in the comments!

Glen Moray sponsoring the Senior Open