LONG known for its association with sailing, Southampton-based financial services name Skandia is spreading its sponsorship wings to include golf.

Six months after its 14-year sponsorship of Cowes Week came to an end, Skandia has unveiled a deal for an undisclosed sum to sponsor satellite giant Sky’s golf content.

As well as branding across events such as the US Open, US PGA Championship, World Golf Championships and the PGA European Tour featuring global sports superstars such as Tiger Woods, pictured, the deal also covers Sky’s sailing coverage.

In total, the contract will see upwards of 2,000 hours of Skandia-branded sport television. It’s a major departure for the firm, which employs 1,200 people in the city and this year celebrates its 30th year.

Because it relies on financial advisers to recommend its products, Skandia has traditionally confined its marketing largely to the investments industry, but now believes brand awareness among customers is vital.

Chief executive Nick Poyntz-Wright said: “In many ways Skandia is the hidden gem of the UK financial services. Our growth over the past 30 years has been remarkable and our ambition is to continue to expand.”

News of the promotional campaign follows last week’s financial results, which saw pre-tax profits fall £6m from 2007’s record level to £167m, while funds under management shrank by £7 billion to stand at £34.9 billion.