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Standard Life Investments signs groundbreaking Ryder Cup deal
on Feb 25, 2013 at 14:59
Standard Life Investments (SLI) will become the first designated worldwide partner of the Ryder Cup.
SLI, which will be the partner for the 2014 and 2016 contests, will allow SLI to promote and market its services in association with the Ryder Cup, which pits 24 golfers from Europe and the US against each other in two teams of 12.
This could be a lucrative deal for SLI, with the Ryder Cup attracting a potential daily TV audience of 500 million people across 183 countries, making it one of the strongest brands in sport.
Commenting on the deal, SLI chief executive Keith Skeoch said: 'Standard Life Investments is thrilled to become the first worldwide partner of The Ryder Cup. This sponsorship complements our reputation as a leading global asset manager with strong performance and a distinctive team culture.
'It is an integral part of our long-term brand building strategy and is a perfect match in terms of our heritage, client base and strong team ethos."
Pete Bevacqua, chief executive Officer of the PGA of America, added: 'We believe The Ryder Cup is among the most valuable sponsorship investments in sport and are confident that Standard Life Investments will reap tremendous value from their worldwide partnership on both sides of the Atlantic.
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