Mercedes-Benz and The Open 2022


In our role as Mercedes-Benz UK’s lead golf activation agency we once again provided both strategic and event specific direction to help leverage their top tier association.

Australian Cameron Smith shot a stunning final-round 64 to win the 150th Open Championship at St Andrews. He became the first Australian to lift the Claret Jug in almost 30 years, after Greg Norman won at Royal St George’s in 1993.

In 2022 we worked seamlessly with our suppliers to activate the Mercedes-Benz VIP Patrons Pavilion helping build a beautifully designed area for 100 guests a day for 4 days. Alongside this iMedia also oversaw the Players arrival and the return of the Claret jug with the previous Open champion and showcasing the latest model from Mercedes-Benz. During The Open period iMedia also oversaw the EQ House Exhibition in the Tented Village and implemented the courtesy car service made up of over 80+ Mercedes-Benz vehicles for the players and VIP’s transport needs.



iMedia have been tasked by Daimler AG to design, plan and implement their international hospitality programme at The Open. ‘Drive to the Major’ – A once in a lifetime opportunity for Mercedes-Benz customers who have qualified through a straightest drive competition at their countries Mercedes Trophy tournaments.

This year over 30 countries managed to get to the UK – despite logistical travel challenges in the UK they all arrived to take part in this bespoke 6 day VIP programme which includes: all transportation needs in a VIP Mercedes-Benz courtesy car service, daily access into the VIP Mercedes-Benz hospitality suite, an opportunity to play at the prestigious Gleneagles, where 8 lucky winners won a place to play at St Andrews on the Monday after the Championship; and bespoke evening entertainment each night; including this year an evening with Thomas Bjorn (who captained the Ryder cup winning team in 2018). Another wonderful event was had with many delighted VIP customers returning to their international destinations having had this once in a lifetime experience.


If you would like to discuss your sponsorship strategy, sponsorship activation, sponsorship events or sponsorship hospitality programmes please contact us here