Mercedes-Benz becomes partner of “The Open Championship”
Increasing commitment to international golf Following The Masters, the PGA Championship and the 2012 Ryder Cup, from this year Mercedes-Benz is also to become a partner of the world”s oldest and most international golf tournament: The Open Championship.
Dubai/Stuttgart, 9 February 2011 - Mercedes-Benz has announced at the Dubai Desert Classic, a golf tournament on the European Tour at which the brand with the star is represented as a partner, that it will be increasing its commitment to international golf. From this year Mercedes-Benz will become patron of The Open Championship, a tournament with roots dating back to 1860. As a result of this move, Mercedes-Benz is now represented at three of the four major golf tournaments as the exclusive automotive partner.
“Our global golf strategy is based on the Mercedes-Benz principle of “The best or nothing”. The Open Championship complements this strategy, and therefore Mercedes-Benz, perfectly”, explained Anders Sundt Jensen, Vice President Brand Communications, Mercedes-Benz Cars. “We want to make use of this major golf tournament in particular for our various marketing activities as well as customer care measures. In addition, we will also link the MercedesTrophy, a worldwide premium amateur series, with The Open Championship, for example the programme “Drive to the Major”, a global competition to win the opportunity to qualify to play at the Monday Foursome.”
Mike Tate, a Director of The R&A: “We are delighted to welcome 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 complements perfectly the prevailing characteristics of The Open.”
“We’re delighted that Mercedes-Benz is the ‘Official Car of The Open Championship’. The company will provide the exclusive chauffeur service at the major championship and together with The R&A will also provide communications support for the entire tournament,” said Wilfried Steffen, President and CEO of Mercedes-Benz UK. “For our brand, this association is not only an excellent platform but also a great honour. With our commitment to this event, we very much look forward to being able to promote the close ties between the sport of golf and Mercedes-Benz.”
Mercedes-Benz has been involved in the professional sport of golf since the 1980s. From 1990, it also took over as title sponsor of the Mercedes German Masters, the first professional golf tournament in Germany featuring international participation. In addition, the premium brand from Stuttgart was also title sponsor of the Mercedes-Benz Championship in Cologne from 2007 to 2009 and Hawaii from 1999 to 2009. Since 2008, Mercedes-Benz has been the exclusive automobile partner of another of golf’s most prestigious tournaments, The Masters in Augusta. Thanks to the connection which has existed with the PGA of America since 2010, the brand with the star is also represented at the PGA Championship and the Senior PGA Championship, as well as the 2012 Ryder Cup. This year Mercedes-Benz’s commitment to golf will increase with the addition of the partnership with The Open Championship. Furthermore, Mercedes-Benz also supports a variety of both professional and amateur tournaments around the world at national level.
In amateur golf, Mercedes-Benz is represented with the MercedesTrophy, the company’s own global premium tournament series for amateurs, which in 2011 is taking place for the 22nd time. More than 58,000 players, in more than 43 countries, tee off each year in the MercedesTrophy. The aim of the participants is to reach the MercedesTrophy World Final at the end of September, at which the best individual players and the best team are honoured in Stuttgart, the “birthplace of the motor car”, and at the same time receive an exclusive insight into the world of Mercedes-Benz.