PGA Partner Loch Lomond Whiskies agrees new partnership with the European Tour

PGA Partner Loch Lomond Whiskies agrees new partnership with the European Tour


PGA Partner Loch Lomond Whiskies has agreed a new partnership with The European Tour, becoming the first Official Partner of the innovative new UK Swing.

The partnership with the European Tour means that the Scotch whisky distiller's innovative and exciting range of Single Malt Scotch Whiskies will become “The Spirit of the Tour” throughout the duration of the UK Swing. Loch Lomond Whiskies have been “The Spirit of The Open” since 2018.

As part of the new relationship, Loch Lomond Whiskies’ hand sanitiser will be available on every tee during each of the six UK tournaments when the European Tour returns to action in July.

Loch Lomond Group were one of the first spirits companies in the world to utilise their existing resources and infrastructure to make hand sanitiser, so as to help and support those in need across the country throughout the Covid-19 pandemic. As the European Tour resumes, Loch Lomond Whiskies will help ensure good hygiene at all six UK tournaments as part of the European Tour’s comprehensive Health Strategy.

As an Official Partner of the European Tour’s UK Swing, Loch Lomond Whiskies will also support the launch of the new ‘Golf for Good’ initiative which will underpin all European Tour events in 2020 by  making a positive impact in the communities where the European Tour plays – and the wider world of golf - rewarding heroes of the pandemic such as front line workers, and promoting the many health benefits that golf offers to everyone.

Colin Matthews, CEO of Loch Lomond Group, said: “This new association further extends our already very successful association with the game of golf through our existing sponsorship agreement with The R&A for both The Open and The Women’s British Open and The PGA and allows us to support the launch of the European Tour’s excellent “Golf for Good” initiative.”

Max Hamilton, the European Tour’s Head of Commercial Partnerships, said: “We are delighted to welcome Loch Lomond Whiskies and their award-winning brands as the first Official Partner of our new UK Swing. This innovative stretch of six events marks the start of our new Golf for Good initiative, enabling us to give back during these unprecedented times.  Our health strategy is vital to this and Loch Lomond Whiskies will also contribute to that through the provision of hand sanitiser. This is a great example of how brands can work together in different ways at the moment.”  

Following the suspension of the season due to the global Coronavirus pandemic, the European Tour will return to action initially behind closed doors in July with two events in Austria - the Austrian Open and Euram Bank Open - immediately followed by the UK Swing.

The first tournament in the UK Swing is the Betfred British Masters hosted by Lee Westwood, which will be played at Close House, from Wednesday July 22nd to Saturday July 25th. It will be followed by the English Open at the Marriott Forest of Arden and the English Championship at Marriott Hanbury Manor, before The Celtic Manor Resort in Newport hosts back-to-back European Tour tournaments. The UK Swing will then conclude with the UK Championships at The Belfry. 

For further information, visit Loch Lomond Whiskies on Twitter: @LochLomondMalts, Instagram @lochlomondmalts and search for Loch Lomond Whiskies on Facebook. To find out more about Loch Lomond Group please visit