Golfing star Colin Montgomerie has been named as Scotland's first unofficial ambassador.

The four times European Golfer of the Year was awarded his new title in recognition of his sporting achievements and international profile.

The award was bestowed on Monty by Scottish First Minister Donald Dewar at an Edinburgh conference aimed at promoting Scotland abroad.

The 36-year-old golfer, who has won the Order of Merit on seven consecutive occasions, will promote Scottish trade interests abroad and sport a distinctive logo on some of his kit.

The logo was devised by Scotland the Brand, part of Scottish Enterprise, and is carried by more than 200 of the country's organisations and products.

Monty, who is originally from Troon, in Ayrshire, said: "I am so proud to be asked to be the first ambassador for Scotland The Brand.

"I am very conscious some views of Scotland are outdated and stereotyped, that is why I am so keen to get across as I travel the world what Scotland really stands for, our great achievements in the past and our future capabilities."

'Tremendous advertisement'

Mr Dewar said: "Colin Montgomerie has been a tremendous advertisement for Scotland for many years and now he will be able to promote our country even more through the Scotland the Brand logo which he will now use on his golf bag.

"This distinctive mark represents all that is good about the quality and high standards which set Scotland apart from others.

"More than 200 companies from textiles, food and drink to finance and utilities are now using the Scotland the Brand device to add value to their products and services highlighting Scottish strengths and values."

The Edinburgh conference, entitled Scotland: Our Global Opportunity, was sponsored by Lloyds TSB Scotland and Scotland the Brand and hosted by BBC Scotland presenter Kirsty Wark.