Mercedes-Benz takes active role as The Open Championship official car

German automaker Mercedes-Benz is returning 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 will take 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 will give consumers an up close introduction to its vehicles and brand.

Standing partnership
As part of the tournament, Mercedes-Benz will host a meet-and-greet with some key tournament players for its consumers. Brand ambassadors Adam Scott and Martin Kaymer will be joined by Louis Oosthuizen and Rickie Fowler.

Mr. Scott and Mr. Keymer will drive M and E Class models throughout the championship, giving visibility to Mercedes-Benz vehicles.

Mercedes-Benz’s S-Class Coupé, which is coming to market in September, was used for the official handoff of the Claret Jug, the trophy for the competition. Golfer Phil Mickelson was driven in the model to the club house, where he presented the cup to Peter Dawson, chief executive of The R&A, the golf governing body.

Phil Mickelson delivering the Claret Jug

Attendees will be able to experience Mercedes-Benz vehicles, particularly S-Class models, first hand through an official shuttle service.

The automaker reached out to amateur golfers with a “Drive to the Major” competition. Qualifying athletes will compete throughout the week of the Open to be allowed to compete in the Monday After Event, which will be held on the same course as the pro tournament.

Mercedes-Benz has actively connected itself to golf since the 1980s.

Luxury sponsors of the Masters Tournament April 10-14 at the Augusta National Golf Club in Augusta, GA, kept up sustained interaction with the affluent audience that the event garners.

Mercedes-Benz, NetJets and Rolex are among the luxury brands that have partnered with the Masters. Although the absence of Tiger Woods has dampened the excitement, luxury brands involved in the tournament will still get plenty of exposure, since golf consistently garners high-net-worth fans (see story).