August 9, 2013
Mercedes-Benz USA is extending its partnership with the Professional Golfers' Association of America through 2017 to elevate its position as the official vehicle and patron of events that are rife with current and potential customers.
The German automaker will provide players, consumers and attendants with activities and promotions while educating interested fans about model features and technologies. Enacting a multi-year partnership gives the brand many chances to reach out to consumers.
"Mercedes-Benz has a long-standing history with golf and our partnership with the PGA strengthens our existing ties with the game," said Christine Chase, manager of brand, lifestyle and classic public relations at Mercedes-Benz USA, Montvale, NJ.
"The PGA of America provides opportunities throughout the year extending our presence within one of the world’s largest sports organizations in the world," she said.
"As the PGA of America continues to make golf accessible to a wider audience, Mercedes-Benz can support and benefit from the game’s future growth."
Natural affinities
Mercedes-Benz became an official patron in 2009 and the drive to 2017 gives the brand the titles "Official Patron" and "Official Vehicle" of the PGA of America, PGA Championship and Senior PGA Championship.
The automaker also has U.S. rights as "Official Patron" of the 2014 Ryder Cup and global rights for the 2016 Ryder Cup excluding Europe.
PGA trophy
The brand has ample occasions to earn new fans through the partnership as the PGA of America hosts 40 yearly tournaments and has 28,000 members.
Attendees at PGA of America Championship events can enjoy the latest automotive technologies and golf training at an on-site performance center guided by Mercedes. In tandem with The PGA's mission to teach golf, the Mercedes-Benz Mobile Performance Center travels from place to place giving lessons.
Courtesy cars will be granted to competing players and a Mercedes-Benz customers are afforded upgraded parking in Loyalty Lots.
Mercedes-Benz Loyalty Lot
In addition, a hole-in-one challenge lets attendees swing for a new vehicle.
PGA professionals and sections, locations where PGA events occur, can activate sales incentives on Mercedes-Benz vehicles. PGA sections can also execute their own sponsorship agreements, allowing for increased support of local PGA events and initiatives nationwide.
New programs will likely be implemented over the years as the brand gauges attendee engagement levels.
Out for a stroll
Golf organizations and events have consistently proven to be a good match for luxury partnerships.
For example, continuing a tradition spawned in 2007, Toyota Corp.’s Lexus joined the United States Golf Association as the exclusive automotive partner of the 113th U.S. Open Championship June 10-16 at the Merion Golf Course in Ardmore, PA.
Lexus expanded its presence beyond the golf course into the surrounding area for the first time since the partnership began. With this move, Lexus provided both U.S. Open attendees and golf fans unable to attend an engaging, golf-centered experience (see story).
Similarly, Swiss watchmaker Richard Mille is targeting affluent female consumers with two new partnerships that embed the brand in women’s golf and demonstrate its commitment to top-tier performance in sports.
The watchmaker has become the major partner in the Lacoste Ladies Open Tournament and selected golf champion Diana Luna as the brand’s first female sporting partner. Delving into a sport with an event partnership and brand ambassador will give the brand much exposure at the event (see story).
Golf partnerships are likely popular with luxury brands since the events bring out many affluent consumers.
"Our partnership with the PGA of America is very measurable and geared towards being in front of existing and new customers," Ms. Chase said.
"Our sponsorship also provides us with an opportunity to showcase our vehicles, which is impactful in building awareness of new and existing models," she said.
"On average, around 20,000 people will visit our Mercedes-Benz brand center during each PGA tournament."
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
Share your thoughts. Click here
