Scandinavian Airlines, SAS, has signed a five year agreement to become the title sponsor of the Scandinavian Masters.
The five year deal, that will begin with the newly titled SAS Masters at Arlandastad Golf from August 14-17, 2008, is worth SEK 55,000,000 (approximately €5,800,000).
Mats Jansson, CEO of SAS, said: “A large part of our Scandinavian customers are very interested in golf, which has led us to embark on this Nordic partnership with Scandinavian Masters.
“Through this effort we will secure a Scandinavian platform, which strengthens our brand and at the same time reaches many of our customer segments. We will also receive wide international exposure giving us the opportunity to profile our European golf destinations.”
Jesper Parnevik, the four time European Tour champion who has played in three Ryder Cups, became a Tournament Promoter of the SAS Masters last season, when Finland’s Mikko Ilonen won at Arlandastad Golf.
He said: “With SAS as a partner we have a brand with international values. In 2007 we managed to give the event new energy and SAS’s involvement strengthens us for the challenge to stage Europe’s most exciting event.”
With consistently huge attendance figures – over 120,000 people attended last season’s SAS Masters – and a list of former champions that, since 1991, includes Luke Donald, Nick Faldo, Joakim Haeggman, Colin Montgomerie, Jesper Parnevik, Adam Scott, Vijay Singh and Lee Westwood, the SAS Masters certainly has the potential be among The 2008 European Tour’s most exciting events.
Fredrik Nilsmark, Managing Director for the SAS Masters, said: “SAS’s sponsorship will give us the opportunity to develop the event even further. We aim to attract a stronger field of players, develop more activities for our spectators and grow the business opportunities for our partners.”
