The best sort of sponsorship is booze sponsorship

Julia Pickering, the well-known British snowboard mountaineer who I've never heard of, has managed to make every other snowboarders jealous by wrangle herself the ultimate sponsorship deal, an alcohol sponsor...

This ad featuring her dressed a 70's costume is doing the rounds in some UK paper magazines (remember them).

She got the gig because she apparently embodies the true British character. It's a bit of a change of tack for Lamb's, their old marketing strategy used to focus on rather different character qualities of womenfolk... 

 

There's more where that came from on their classy Pinterest account.