- Mercedes-Benz has been the ‘Official Car and Official Patron of The Open Championship’ since 2011
- New E-Class is the focus of communications
- “Drive to the Major” competition – MercedesTrophy qualifiers play for spots in the Monday After Event
This year The Open Championship is taking place from 18 – 21 July at the Muirfield Golf Club in Scotland. “It’s a tremendous honourfor us to be attending the event for the third time as the ‘Official Patron of The Open Championship’”, says Lueder Fromm, Head of Global Marketing Communication for Mercedes-Benz Cars. “The Open Championship is one of the most prestigious and dynamic tournaments in the world and therefore a perfect match for our global golf strategy – The best or nothing.”
New E-Class is the focus of communications
The 60 vehicles which Mercedes-Benz is providing for the official shuttle service for The Open Championship, as well as the further 40 vehicles for the R&A and their guests, are primarily made up of models from the new generation of the E-Class. Both technically and economically, it is setting new trends at the top of its segment. The market launch of the new E-Class in the UK was this April.
Defending champion Ernie Els was driven to the ceremonial handover of the trophy, the legendary Claret Jug, in the new E-Class Estate and gave it to Peter Dawson, Chief Executive of The R&A. Adverts featuring the new E-Class and Mercedes-Benz brand ambassador Adam Scott are to be run globally. At the vehicle exhibition in the tournament grounds, spectators will also be able to experience the new A-Class from AMG (A 45 AMG), SL 65 AMG Roadster, CLS 63 AMG Shooting Brake, SLS AMG GT and the C-Class C 63 AMG Estate first hand.
Mercedes-Benz brand ambassadors
The three Mercedes-Benz brand ambassadors Adam Scott, Louis Oosthuizen and Marcel Siem will be on hand as part of an exclusive Meet & Greet event for a select number of Mercedes-Benz customers from all around the world. After his spectacular breakthrough on the last holes of The Open Championship in 2012, the 2013 Masters Champion Adam Scott will be doing everything he can to win the Claret Jug this year. Louis Oosthuizen, winner of The 2010 Open Championship and brand ambassador for Mercedes-Benz South Africa since June, will be taking part in the Meet & Greet event for the first time. For Marcel Siem from Germany, this will be his third Open Championship after competing in 2010 and 2012, and he will be looking to continue the good form which he has enjoyed over the last few months. During the tournament Adam Scott will be driving a G-Class G 63 AMG, Louis Oosthuizen will drive a GL 350 and Marcel Siem will be at the wheel of an E-Class E 63 AMG.
“Drive to the Major”
As part of the MercedesTrophy, the company’s own global premium golfing tournament for amateurs, participants automatically take part in the “Drive to the Major” competition, the so called “Straightest Drive”. At the PGA Centenary Course in Gleneagles, where next year’s legendary Ryder Cup will be staged, qualifying golfers play during the Major for a coveted spot in the Monday After Event, which takes place immediately after The Open Championship – on the very same course on which the golfing legends and professionals have played just the day before. In addition, as guests of Mercedes-Benz they also enjoy the opportunity to experience an unforgettable week at The Open Championship.
Mercedes-Benz and Golf
Mercedes-Benz has been involved in the sport of professional golf since the 1980s. It has been the international partner for the Masters in Augusta since 2008, and next year will be one of three Global Sponsors. As a result of its partnership with the PGA of America which came about in 2010, the brand with the star has been the “Official Vehicle” of the PGA Championship and the Senior PGA Championship. In 2011, Mercedes-Benz’s involvement with golf was expanded through a partnership with the oldest golf tournament in the world, The Open Championship. Additionally, Mercedes-Benz supports a long list of other tournaments around the world for both amateurs and professionals.