Powerade extend sponsorship with new final venue

Powerade has agreed a new deal to continue its headline sponsorship of the PGA Assistants' Championship - which will return to the Midlands next year.

The leading sports energy drink has agreed a three-year extension of the country's leading tournament for aspiring PGA professionals having first sponsored it in 2004, when it was staged at Coventry Golf Club.

The pioneering Midlands club, which became the first in England and Wales to be certified by The Golf Environment Organisation (GEO), has agreed to host the tournament for the next three years, with next year's championship on August 7-9.

Coventry has a strong tournament pedigree having also previously staged the Assistants' Championship in 1967 and 1988, while it has also played host to the PGA Seniors Championship, the PGA Professional Championship and Senior PGA Championship.

The club's head PGA professional Phil Weaver OBE, who is also chairman of the PGA, said: "Coventry Golf Club is delighted to welcome the PGA Assistants' Championship sponsored by Powerade to our parkland course.

"Having held this prestigious event in past years along with a number of other PGA tournaments we are thrilled to play host once again.

"Our gently rolling, mature lay-out will I'm certain provide a fitting test of golf for all competitors in next year's championship.

"We look forward to the event and Powerade's involvement with great anticipation."

The renewal of the sponsorship deal by Powerade further cements a strong relationship between the PGA and Powerade, which actively seeks to support all of the PGA's professionals via its parent company Coca-Cola.

Simon Hawkins, Regional Director-Field Sales for Coca Cola Enterprises (CCE), said: "The PGA is an extremely important customer for CCE and as such, I am delighted that the PGA and CCE will continue working together to deliver mutually profitable growth, as part of a three-year agreement from 2013 until 2015."

The title sponsorship covers seven regional qualifying events across Great Britain and Ireland plus the championship final. The event is also supported by FootJoy who provide shoes for each of the qualifiers for the final as well as golf balls and gloves.

The Assistants' Championship predates the Masters having first been contested at Moseley Golf Club in 1930.

Since then some of golf's most illustrious names have won the title including Ryder Cup captains Tony Jacklin, Dai Rees, Harry Weetman, Bernard Hunt as well as Ryder Cup players Peter Alliss, Neil Coles and Barry Lane.

Leicestershire's Matthew Cort is the double defending champion and will go to Coventry seeking an unprecedented hat-trick of titles.

Each year up to a thousand PGA registered assistants battle it out for the prestigious title which carries a £5,000 first prize with the winner gaining entry into the Australian equivalent championship.