Perhaps appropriately enough for a firm headquartered in Scotland, a country famed as the “home of golf”, Standard Life Investments has signed up to become the first designated “worldwide partner” for the 2014 and 2016 Ryder Cup tournaments between European and US teams.
The deal, which Standard Life Investments says is unique because it partners with competitions held both in the US and Europe, will give the firm the chance to present itself on a “truly global scale”, it said in a statement.
Standard Life Investments says its support for the competition will give it considerable exposure; the Ryder Cup can reach a potential daily audience of 500 million people in 183 countries. "It is an integral part of our long-term brand building strategy and is a perfect match in terms of our heritage, client base and strong team ethos,” Keith Skeoch, chief executive at SLI, said.
Your correspondent is not, it has to be said, any great shakes on a golf course, but anyone looking at the buzz around Ryder Cup matches in recent years can see the drawing power of this great event. If the impact on Standard Life Investments’ image is anything like as big as the firm says from this golfing venture, they will be popping the champagne corks in this firm’s Edinburgh headquarters for quite some time.