Shoppers in the UK and the Republic of Ireland are being encouraged to "beef up their golf swing" with an Irish meat promotion being run by Bord Bia, the official sponsor of the Ryder Cup.

Irish meat packs in both countries will offer shoppers a free introductory golf lesson, with Irish shoppers also eligible to win tickets for the Ryder Cup at the K Club this September.

Promotional labels will be placed on Irish beef packs in Britain and on pork, lamb, beef, chicken and bacon packs in Ireland. Participating retailers in the UK include Tesco, Sainsbury, Asda, Somerfield, The Co-ops and Aldi.