We’ve talked previously about Mercedes’ involvement with The Open. How Martin Slumbers always greets the returning champion as they step out of the German manufacturer’s latest innovation to hand back the Claret Jug. But what else do Mercedes-Benz get from their long-term, multi-million pound partnership with the world’s oldest golf tournament?
For starters, visibility. Being one of just a handful of ‘Patrons’ (The Open’s top-tier partners), Mercedes-Benz is afforded the maximum in on-course, and online branding. However, the nature of their business lends itself perfectly to further integration with the tournament.
Anybody visiting Hoylake this week won’t fail to spot the plethora of Mercedes vans, ferrying players, caddies and VIPs around the area. The partnership is particularly notable at this Open venue, with the driving range across the road from the main clubhouse, allowing for even further use of their vehicles.
But it’s not just their 7-seat and above vehicles that Mercedes-Benz have on display. Players will have access to one of the company’s SUV’s throughout the week, getting them familiar with the luxurious interiors and smooth driving of their cars … perhaps in the hope that the players themselves use some of their prizemoney to treat themselves following the event!
After all, with Mercedes being a luxury automotive brand, they’ve got to try to find ways to stand out from their competition; and this of course, means appealing to the average customer too. The ability to offer tickets to The Open might go a long way towards rewarding key customers’ loyalty. Or could even be used to convince a larger business client to make the switch to a Mercedes fleet from one of their fellow luxury Germany brands. That, though, might take something a little more special.
How about playing The Open course in the lead up to the event? Patrons of The Open are afforded the luxury of a golf day on the host venue’s course. These are generally within six-weeks of the tournament being played, and allows regular golfers the experience of taking on one of the world’s best courses complete with stands (and immaculate conditioning!). These ‘Patrons Days’ though, aren’t just limited to an 18-hole whip around the course. Generally, the day will be hosted by a past Open champion, who will put on a pre-round clinic, whilst also hosting the after-dinner duties. All in, a true money-can’t-buy experience for the brand to use in winning and retaining clients.
So, the next time you see that famous silver star emblazoned across the advertising boards at the world’s oldest major – give a thought to just how much more there is to the sponsorship than that!
Learn more about The Open Patrons and Official Suppliers: https://www.theopen.com/patrons-official-suppliers