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Jim Beam Black backs PGA Championship

Bourbon whiskey brand Jim Beam Black has entered into a partnership with golf’s PGA of America, through which it will sponsor the PGA Championship, one of the four major tournaments on the men’s circuit.

The multi-year deal names Jim Beam Black as the official bourbon of the PGA of America and the PGA Championship, the 2018 edition of which takes place at the Bellerive Country Club in St. Louis from August 6-12.

As part of the deal, Jim Beam Black will offer its signature Citrus Smash cocktail to fans attending the event. It will also present specialised branding on menu boards and concession stands, along with additional signage and tabletop promotions in targeted hospitality areas such as the Centennial Club.

Justin Thomas (pictured) will be seeking to defend his PGA Championship title in St. Louis later this year, with the 24-year-old picking up his first major win at Quail Hollow Club in Charlotte, North Carolina last August.

Jim Beam is produced by premium spirits company Beam Suntory. Its partnership with the PGA of America was brokered by the Publicis Media Sport and Entertainment agency.