CHIVAS LIFE SETS SAIL FOR NEW HORIZONS

Chivas Regal has extended its Chivas Life Series of aspirational events in extraordinary places with a new sailing sponsorship programme. The sailing events combine incredible scenery with a vibrant social scene and provide the perfect addition to the Chivas Life Series, which celebrates living life to the full and has captured the imagination of markets worldwide.

Chivas Regal began its global sailing programme in December last year when it became the official sponsor of Asia’s premier sailing event, the King’s Cup Regatta in the stunning location of Phukett, Thailand.  Renowned for both its incredible sailing and lively social scene, the Regatta celebrated its 20th birthday in 2006 and attracted sailing crews from all over the Asia Pacific region. Prizes for the tournament were presented by China’s most famous fashion export, supermodel Xin Li.

Continuing its sailing strategy, Chivas Regal has also announced its sponsorship of Britain’s most successful Olympic sailor, Double Olympic Gold Medalist Ben Ainslie OBE.  In his role as global brand ambassador Ben will support Chivas Regal’s sponsorship activity in the sailing arena, introducing consumers and customers to the excitement of international competitive sailing around the world. Ben’s Finn class boat will display Chivas branding as he competes at regattas around the world and prepares to compete for his third successive Olympic Gold at the next Olympics in Beijing 2008.

The next destination in the Chivas Life Series is the legendary Americas Cup 2007 in Valencia, Spain. The Cup, the world’s oldest international sporting event, is being held in Europe for the first time in its 152 year history. It will also be the first time that a Chinese team will compete for the prestigious trophy. As part of Chivas Regal’s global sailing strategy, the brand is sponsoring the China Team, whose passion and energy exemplifies the values at the heart of Chivas Regal.

Martin Riley, International Marketing Director at Chivas Brothers, said: “The Chivas Life Series is going from strength to strength as it enters its second year. Sailing is an adventurous, aspirational and sociable sport which makes it a great fit for the brand as we extend the Series. Ben Ainslie is equally, for us, the perfect embodiment of the “Chivas Life” - young, dynamic and successful. The sailing sponsorships mark the next phase of the Chivas Life Series which has captured the imagination of markets worldwide, successfully bringing to life our core brand values.”