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Open Championship drinks to Stella Artois deal

Belgian beer brand Stella Artois has agreed a deal to become the official beer of the UK’s Open Championship when the second of golf’s four annual majors arrives at Royal Liverpool in 2014.

Fans attending the event from July 13-20 will be able to buy Stella Artois from various outlets across the course.

Stella Artois will also benefit from a fully integrated promotional campaign, including above the line, on-pack promotions and digital marketing.

The Open Championship is added to horse racing’s iconic Kentucky Derby among the sporting events Stella Artois partners, and the sponsorship re-establishes the company at a major British summer sporting event shown on free-to-air television after its 29-year association with the Queens Club tennis tournament ended in 2008.