American Marketer


Alfred Dunhill strengthens golf ties with side-by-side exhibitions at St Andrews

September 22, 2014

Painting of St Andrews by Harold Riley for Alfred Dunhill Painting of St Andrews by Harold Riley for Alfred Dunhill


British menswear brand Alfred Dunhill is celebrating its connection to golf with two exhibitions designed to usher in the 2014 Alfred Dunhill Links Championship Oct. 2-5.

Alfred Dunhill’s golf tournament in St Andrews, Scotland, will follow the annual Ryder’s Cup at Gleneagles Sept. 23-28. By holding a branded event shortly after an industry occasion, Alfred Dunhill may capture the attention of golf enthusiasts who do not want to miss a single match.

Art at the tee
Alfred Dunhill has been committed to golf for the past 30 years. To include brand enthusiasts in its interest, Alfred Dunhill shared a social media post that will give an exclusive look at its annual Alfred Dunhill Links Championship.

The tournament is played over three courses -- Old Course at St Andrews, the Championship Course at Carnoustie and Kingsbarns, just south of St Andrews -- and includes two competitions. The game is broken into an individual professional tournament with a $5 million prize and a team competition where amateurs play alongside pros. andrews golders

Golfers at St Andrews, Scotland

Beginning Sept. 24 and lasting throughout the tournament, Alfred Dunhill will have two exhibits to celebrate its involvement at the “Home of Golf” over the last three decades.

The first of the exhibits in in conjunction with the St Andrews Partnership titled “St Andrews -- An Artist’s View” by Harold Riley for Alfred Dunhill. Mr. Riley, a painter and illustrator, will have on display 15 pieces depicting different locations around St Andrews.

Mr. Riley’s paintings will act as a trail to guide guests and players from the Old Course past historical buildings in St Andrews. andrews harold riley golf

Painting of St Andrews by Harold Riley for Alfred Dunhill

A second exhibit, titled “Through the Lens -- 30 Years of Golf in St Andrews” will be held at the Byre Theatre and features photography that covers the Alfred Dunhill Cup in 1985 and in its present form, the Alfred Dunhill Links Championship.

Photographs include moments and some of the game’s best players such as Seve Ballesteros, Greg Norman, Bob Charles and Gary Player.

Other brands have strong ties to golf as well.

Swiss watchmaker Omega is continuing to support the golfing industry in the Middle East by extending its partnership with Golf in Dubai. Through the partnership, Omega will act as the title sponsor of the Dubai Desert Classic and the Dubai Ladies Masters through 2017 (see story).