Golf: Mercedes-Benz to sponsor Open Championship
Mercedes-Benz has signed a deal with the European Tour and will sponsor golf’s oldest tournament, the Open Championship for the next five years.
The news was confirmed by the Vice President Brand Communication Mercedes-Benz, Anders Sundt Jensen.
Jensen explained the agenda of his company and their relationship with the Open Championship. He said, “Our global golf strategy is based on the Mercedes-Benz principle of ‘The best or nothing.’ We want to make use of this major golf tournament in particular
for our various marketing activities as well as a customer care measure.”
Similar sentiments were shared by the director of R&A Mike Tate. He said, “We are delighted to welcome the Mercedes-Benz as a patron of the Open Championship. It has established itself as a great supporter of golf worldwide. Mercedes-Benz are renowned for
their commitment to quality and their brand is recognised the world over all of which compliments perfectly the prevailing characteristic of The Open.”
Mercedes-Benz has been supporting professional golf since the 1980s. From 1990, it has been the official sponsor of Mercedes German Masters- the first professional tournament in Germany.
Since 2008, it has been the chief organiser of the Masters and will continue its partnership in the 2011 event which will take place at the Augusta National Golf Club. Moreover, it brought the 2010 PGA Championship to Gleneagles and will also sponsor the
2012 Ryder Cup.
The luxury car manufacturer is the sponsor for three of the major championships, the Masters, PGA Championship and the Open Championship.
Apart from funding the winner’s purse, the company will provide chauffeur-driven transport services to the contenders and will help in providing the communication support throughout the event.
The four-day session of the Open Championship will take place at St. George and will witness the top 50 players of the world teeing off on the links.
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