Hole in one for
Heineken
World Rugby Classic Bermuda
sponsored by Amstel Light
Sponsoring of prestige golf tournament in Holland
30
Heineken is to take over KLM's
role as main sponsor of the
International Open Golf
Championship of the Netherlands. The
first Heineken Open will be held this
year from 25th to 28th July.
The main sponsorship links up per
fectly with the Heineken philosophy of
expanding its current sponsoring acti
vities to include more events carrying
its name. Besides, the dynamic and fast
growing sport of golfing can be effec
tively tied up with the image that
Heineken enjoys world-wide as a
quality beer. The international pres
tige of golf and the interest it attracts
from a broad range of age groups were
Left to right: Mr G. van Schalk,
chairman of the Heineken
Board of Directors, Mr R.E.
van Erven Dorens, of tourna
ment organisers Reved Inter
national BV, and Mr T.H. Wolf
man, of KLM Nederland, for
mer main sponsor of the tour
nament
also major motives for Heineken's
decision to make the KLM Open into
the Heineken Open.
The International Open Golf Cham
pionship of the Netherlands is not the
first golfing event to be sponsored by
Heineken. Heineken is already co-
sponsor of the World Cup of Golf and
main sponsor of the Australian Open.
Gosling Brothers, the importers
of Amstel and Amstel Light on
Bermuda, recently sponsored
the World Rugby Classic for the sec
ond time.
The teams taking part consisted of
players who until recently had been
members of their national fifteens.
Besides host country Bermuda, lead
ing rugby nations were present: Eng
land, France, New Zealand, Australia,
Scotland, plus the United States (see
photo).
The event attracted a lot of media
coverage in Ireland, France, England
and Australia. U.S. television will also
be broadcasting highlights of the mat
ches.
On Bermuda the event was sup
ported by Amstel Light advertise
ments and by setting up prominent
Amstel Light marquees on the site
where the tournament was held.
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T H F. W O R L I) OF H F. I N F K F N
