The Caltex Singapore Masters and Charity Pro-Am presented by Carlsberg, held on February 22-25, is a major step in a new chapter of sports sponsorship in the region for Carlsberg.
The Singapore event holds a key role in the Denmark-based brewer's five-year agreement with CNBC Sports International and the Asian Professional Golfers Association to sponsor three major golf tournaments in Asia.
Carlsberg's sponsorship deal also includes the Malaysian Open, which has become known as the Carlsberg Malaysian Open, and sponsorship of the Hong Kong Open.
"We choose our sporting partners with care," said Carlsberg marketing manager Keld Strudahl. "We have been involved in golf sponsorship in Malaysia for two years, but when it came to extending our involvement with golf in the region, Singapore was the natural choice. It has a long tradition and a reputation for excellence."
Keld Strudahl added that Carlsberg was keen to support the growing sport in the region and hoped to bring its own special values to the sponsorship.
"We want to build our relationship with golf slowly as we have with football and skiing. We know from our experiences in these sports that as a sponsor we have to respect both the sport and the cultures in which they take place. That way we can both gain from our association."
As of January 1, Carlsberg has formed a joint venture with Chang Beverages Corporation, Carlsberg Asia, which will have its headquarters in Singapore.
"I can't think of a better introduction than being presenting sponsor of the Caltex Singapore Masters and Charity Pro-Am," he added.
Founded over 150 years ago in Copenhagen, Denmark, the Carlsberg Group is a major international brewer. Its Carlsberg and Tuborg brands are among the most widely-sold beers in the world. Besides Denmark, local production takes place at 73 sites in 40 countries. Carlsberg sells more than 88% of its beer outside Denmark. The parent company includes the Carlsberg and Tuborg Breweries, together with 100 subsidiaries and associated companies distributed around the world.