Scottish Life is to sponsor Sky Sports' coverage of the PGA European Golf Tour for the fifth consecutive year.
The sponsorship deal covers 35 golf tournaments. It started with the Alfred Dunhill South African PGA last month and finishes with the Johnnie Walker Classic in December. Other venues for the tournaments include Malaysia, Madeira, Ireland and Germany.
The Scottish Life package provides several opportunities to raise the profile of the brand. It includes an opening and closing sequence lasting 15 seconds for each broadcast during every tournament.
This sequence will be shown 16 times during each of the 35 tournaments. There will also be 200 break-bumper ads featuring ScotLife which will be shown either side of all commercial breaks. Finally, Scottish Life promotional trailers will be shown before each tournament.
The PGA European Tour has been broadcast on Sky Sports since 1997. Sky says it reached over 3m viewers, mainly males in the socio-economic groups ABC1, in 2000. Sky expects to increase this by 15 per cent this year.
There is also expected to be considerably more interest in golf in 2001 as the Ryder Cup is being held in the UK this year.
Scottish Life head of communications Alasdair Buchanan says: “Fans of European PGA golf will soon be able to see Scottish Life's sponsorship of the events once again.
“Golf remains a popular pastime for IFAs and many of their clients, so we are delighted to be associated with such prestigious golf tournaments for another year.”