Jameson in urban golf sponsorship

Pernod Ricard's Jameson Irish Whiskey brand is to sponsor an urban golf tournament around the streets of London's Shoreditch at the end of this month.

The ‘Jameson Urban Open' will see streets turned into an 18-hole pitch-and-putt course, with every ‘green' outside a local pub.

Sixty-four players will take part, local bars will be branded, and sampling will take place. DSA, which has handled previous Jameson projects, is co-ordinating the event, which is timed to coincide with the Ryder Cup.

‘We're using special golf balls to prevent damage to buildings,' said DSA associate director Ann Cunnane.

‘DSA's brief is to raise awareness of the event, encourage celebrities and journalists to take part and create a tie-in with the Ryder Cup.'

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