If there is one game that companies around the world use to engage their customers, golf is it. What is it about this game that draws the interest of corporations regardless of whether they peddle software, make timepieces, or sell high-tech automobiles?
For one thing, it is a game of strength, grit, steadfastness, honour and integrity – all the attributes that any corporation worth its weight in revenue will be happy to be associated with. It gives you several hours of your customer’s attention – undivided other than having to make that three-foot putt to save a bet (which you will lose to them, of course). And it’s more often than not played in beautiful surroundings, at clubs with attractive clubhouses to host a pre or post-game meal. Oh, did I also mention that you could also enjoy your favourite libation while playing?
Here is a collection of some of the world’s most recognisable brands, and the way they use this age-old game to enhance the traditions of their companies’ heritage.
MERCEDES-BENZ
Twenty-seven years. That’s how long the MercedesTrophy has been held. And today, the global corporate golf series put together by the famous “three-pointed star” is arguably one of the most anticipated one around. In its inaugural year in 1989, six European countries took part. Now, more than 60,000 from more than 60 countries compete for spots in theMercedesTrophy World Final tournament, held typically in Stuttgart, the “Home of the Automobile”.
But the MercedesTrophy is only one aspect of how Mercedes-Benz supports golf, and how it sees golf enhancing its brand.
“Mercedes-Benz supports a variety of golf tournaments from junior championships and amateur series to high profile PGA tournaments, including the Masters and the Open Championship, which allows us to reach out to a wider segment of players and strengthen customer loyalty,” says Wolfgang Huppenbauer, president and CEO of Daimler South East Asia. “Furthermore, the sport of golf perfectly embodies our brand’s values of perfection and precision.”
The MercedesTrophy and the car brand’s professional golf ambassadors form a synergistic tie-up that makes its use of golf such a winning proposition. “Our brand ambassadors have qualities that fit the Mercedes-Benz’s values of fascination, perfection and passion, and align with our commitment to golf,” Huppenbauer adds. “In June 2016, we were pleased to have Rickie Fowler joining two-time major winner Martin Kaymer and German golf legend Bernhard Langer as global brand ambassadors.”
The MercedesTrophy is held across different countries across the globe on local levels where qualifying golfers earn spots in regional stages. As an example, qualifiers from the MercedesTrophy Singapore event went to the MercedesTrophy Asian finals in Queensland last August. More than 60 qualifiers from Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Sri Lanka, Taiwan, Thailand and Vietnam made it to the regional finals where they also enjoyed the Mercedes-Benz Driving Experience at the Mt Cotton Training Facility and dinner at the SkyPoint Observation Deck, one of the Gold Coast’s key attractions. An added bonus to making it to last year’s world finals is the special, all expenses-paid “Drive to the Major” competition where three winners landed a once-in-a-lifetime opportunity to play in the “Monday After Event” at the 2017 British Open, which will be held in July at Royal Birkdale Golf Club in England. This is a unique privilege as Mercedes-Benz is a partner of The Open – a key indication that association and sponsorship has its privileges.
Just making it to the World Finals is already considered a win-win situation for golfers. Not only do they get to play in the prestigious golf tournament at a premium club there, they will also enjoy myriad off-course activities that will turn any car aficionado green with envy.
“All participants will have the chance to experience the brand and its product at close quarters, with guided tours of the Mercedes-Benz Museum, the Sindelfingen plant and Mercedes-AMG in Affalterbach,” reveals Huppenbauer. And this is in addition to the opportunity given to the finalists to “Beat The Pro” at the tournament proper where they get to pit their skills against one of Mercedes-Benz’s star golf ambassadors.
As one of the world’s most prestigious corporate golf tournament, Mercedes-Benz has the organisation down to a science. But success hasn’t dulled its verve to continue this golf tradition. “Mercedes-Benz is dedicated to the perfect drive and shares a common passion for perfection with the sport of golf,” Huppenbauer continues. “Players can expect the best in future editions of the MercedesTrophy series, true to our brand’s promise – ‘the best or nothing’.”
BMW
The BMW Golf Cup International is an equally old and established event that dates back to 1982 when BMW organised the very first BMW Invitation Tournament. Then, amateurs were invited by dealers to play
at six regional tournaments culminating in a finals held at The Belfry outside Birmingham in England. A decade later, the event was integrated into the BMW Golf Cup International and the rest is corporate golf history.
More than 10,000 golfers in Germany alone compete in various qualifying events to make it to the world final. Around the world, more than 100,000 amateur golfers from 50 countries do the same in the hope they will qualify for the climax to the Bavarian brand’s corporate golf series.
The tournament is held across three divisions – Men A (up to handicap 12), Men B (handicap 13 to 28), and Ladies (up to handicap 28). Qualifying details vary from country to country, but ultimately, the finalists end up playing in the World Final, which is played at one of the world’s most beautiful courses.
“A hundred thousand participants every year make the BMW Golf Cup International,” attests Christian Masanz, head of BMW Golfsport Marketing. “This alone shows how in touch we are with our customers. The golf environment allows us to offer our customers magnificent experiences and to link these experiences to the BMW brand. The world final is just one of many reasons behind the unbowed popularity. Just like professional BMW tournaments, the national qualification tournaments feature precisely the same charm and class, for which BMW has been renowned as a global golf partner for decades.”
Like some of the other big brands, BMW sponsors a group of key golf professionals that they’ve incorporated as BMW Golfsport ambassadors. Colin Montgomerie, Branden Grace, Sergio Garcia, Miguel Angel Jimenez, Charl Schwartzel, Wu Ashun and the ageless legend, Gary Player, are part of this stable of luminaries.
“Our ambassadors are incorporated in the framework of BMW tournaments and allow our customers exclusive experiences, such as golf clinics and the opportunity to meet their idols. Pure logo sponsorship does not play a major role in BMW’s strategy. It is important for us to have strong characters in our ranks, who live for their sport, and who can inspire people – and thus our customers,” Masanz adds.
The BMW Golf Cup International world final is indeed an event that any finalist will remember. “At this year’s world final in South Africa, for example, the guests were able to go diving with sharks (in a cage). In Sydney they could take part in a sailing regatta or climb the famous Harbour Bridge,” entices Masanz.
“The BMW approach of always improving obviously also applies to the BMW Golf Cup International. We are constantly working on making detailed improvements. On the whole, the BMW Golf Cup International, as it is now, has been a success story for more than 30 years now. We want it to continue that way.”
AUDI
While most corporate golf tournaments are based on individual scores, Audi does it differently with its Audi quattro Cup. This unique event is played by two-person teams in a modified foursome (or alternate shot) format. Not only does this mean that rounds don’t take as long – a blessing from an organiser’s perspective – but also adds an element of teamwork.
For longer than two decades now, the Audi quattro Cup has been played to great success. Like similar events, local dealerships hold qualifying rounds on a country level with winning teams going to the Audi quattro Cup world final that is typically held in exotic locations around the globe. Some of the world’s most famous courses have played host to the world final, including The Belfry in England, Fancourt in South Africa, The K Club in Ireland, Mission Hills in China, the Earth course at Jumeirah Golf Estates in Dubai, and, last year, the famous Ocean course at Cabo del Sol in Mexico.
From Argentina to Australia, Chile to China, Spain to South Africa, in more than 50 nations, the Audi quattro Cup has acquired prestige and evolved into a most successful series for amateur golfers exclusively open to Audi owners and their friends.
“Our customers have very diverse interests with golf being one of the sports that they enjoy,” provides Lee Nian Tjoe, senior manager of public relations, Audi Singapore. “The Audi quattro Cup is the largest amateur golf tournament in the world – more than a million golfers have taken part.”
The tournament, however, also plays a part in a greater effort by Audi to engage its customers. “The annual Audi quattro Cup game is a key event in the myAudiworld calendar in Singapore,” Lee adds, using Singapore as an example.
“myAudiworld is our customer privilege platform and is a personal gateway to the premium Audi lifestyle which reflects the same sense of progression and innovation synonymous with the brand.”
Apart from the allure of playing at a prestigious, famous course in the world
final, Audi customers and fans can look forward to something special from the Audi quattro Cup.
“Audi is sporty, progressive and sophisticated,” says Lee. “The Audi quattro Cup demonstrates what this means. We deliver first-class hospitality, a professionally run competition and a great day of sports and interaction among customers who enjoy the sport of golf as they do appreciating the Audi life.
“Alongside the game, we always present something special for the participants. In the past, we have made car previews at the game, giving our customers the opportunity to see the latest Audi models before anyone else in this country.
“At the world finals every year, participants also have the opportunity to have an immersive Audi brand experience where they get to see, touch and drive the latest models on specially designed routes.”
The Audi quattro Cup world final this year will be held in Barcelona from October 6 to 10, at the Real Club de Golf El Prat tournament course.
