Mercedes-Benz is the official patron of The Open
German automaker Mercedes-Benz is setting the stage for its role as official patron of The Open with a new video to get consumers excited before the big event.
The “Countdown to The Open” film focuses on Mercedes-Benz’s role in the Scottish golf tournament that will begin on July 16 at The Old Course, St. Andrews. Automakers often partner with major sporting events to promote their products to the affluent consumers who will be in attendance.
"The Open portrays itself as an event, rich with tradition and history and providing an experience for only the best of the best," said Sebastian Jespersen, CEO and president of Vertic, New York. "In extending its brand association, Mercedes equally portrays itself with similar brand values and positioning itself with a luxury, exclusive and timeless elegance.
"This is an opportunity for Mercedes to associate itself with its users, in context to their lifestyle in an event that aligns the user’s lifestyle to the brand attributes."
Mr. Jespersen is not affiliated with Mercedes-Benz, but agreed to comment as an industry expert.
Mercedes-Benz was unable to comment directly.
Open up
This year The Open will take place on the Old Course in St. Andrews, Scotland, where many affluent consumers will flock to watch the world's best golfers compete for the title of champion. As the official sponsor, Mercedes-Benz will gain much publicity and attention.
Mercedes-Benz will be the official patron of The Open this year
This year is the 144th of the championship, and it will be held July 16-19. The competition will consist of 156 players from around the world.
The “Countdown to The Open” film that Mercedes-Benz created anticipates the excitement that will come with this sporting event. The video focuses on the history of the championship and the numerous players Mercedes-Benz has sponsored in the past.
The tournament will take place in St. Andrews, Scotland
The video begins by panning the course from above, highlighting the beautiful scenery of Scotland. It goes on to interview several previous winners and show the crowd cheering.
Mercedes-Benz has several brand ambassadors playing in The Open this year, including Martin Kaymer and Marcel Siem. This further positions the brand as a key player in the golf circle, which is popular with affluent consumers.
The video featured cheering fans from previous championships
Mercedes-Benz is also the official car of The Open, meaning it will provide more than 100 vehicles for players, caddies, patrons, coaches and officials to use throughout the week. This added visibility will likely help the automaker make the most of the event.
Also, Mercedes-Benz models will be on display in different locations around the tournament, giving consumers the opportunity to view the cars up close. Ultimately, participating in large sporting events is an excellent way for brands such as Mercedes-Benz to gain exposure and connect with consumers.
The video highlighted the beautiful scenery of Scotland
Go for the golf
Mercedes-Benz has always been a strong supporter of golf. Earlier this year the German automaker kicked off the golf season at The Masters with a social media-driven campaign featuring a new Instagram account focusing on the tournaments.
The Mercedes-Benz Performance Center represented the brand as the official vehicle of nine tournaments this season, including The Masters and PGA Championships. Maintaining an active presence on several social media accounts helped present Mercedes with an opportunity to engage with golf fans beyond its performance center at the events (see story).
Mercedes-Benz also has a history of participating in The Open in previous years.
For example, in 2014 the German automaker Mercedes-Benz returned to its position as the official car and official patron of The Open Championship golf tournament for the fourth year in a row.
The sporting event took place from July 17-20 in Holylake, England, at the Royal Liverpool Golf Club. Through shuttle services, celebrity placements, a meet-and-greet and an amateur competition, Mercedes-Benz gave consumers an up close introduction to its vehicles and brand (see story).
Sponsoring The Open is an excellent opportunity for Mercedes-Benz to connect with its consumers.
"The sponsorship of The Open will drive golf enthusiasts to see the brand as similar in caliber to the tradition and excellence of playing at St Andrews," Mr. Jespersen said. "It reminds consumers in terms of awareness, that just as there are limited event like The Open, and similarly, no one car quite like Mercedes."
Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York