The financial services firm, Skandia, has long been associated with the sponsorship of sailing events, but it is now planning to promote the benefits of independent financial advice through a new agreement with Sky Sports.
Starting from the 12th April, it will be launching a national TV campaign with Sky Sports covering major events such as the US Open, US PGA Championship, World Golf Championships, the PGA European Tour, the BMW PGA Championship, the Scottish Open and the British Masters and World Match play.
This is a huge deal for both the satellite broadcaster Sky and Skandia, as it will be covering over two thousand hours of golf and sailing.
TV sponsorship has been found to create brand awareness.
It may not have immediate effects on business, but in the longer term it can make a big difference to companies.