The Open – 2025

At the 153rd running of The Open, at Royal Portrush Golf Club, iMedia entered its 15th year of partnership with Mercedes-Benz to help deliver activations as part of the brand’s patronage of the oldest major tournament in Golf. Throughout The Open, we coordinated on-site hospitality in the Patron’s Pavillion on behalf of Mercedes-Benz, as well as managing the execution of on-site branding.

We worked closely with suppliers to design a classy and comfortable lounge for 400 guests of Mercedes-Benz to make use of throughout the tournament. Receiving world class hospitality, we offered guests a truly ‘money-can’t-buy experience’ through the management of front-of-house staff, catering programs and a luxury space to relax and watch the world’s best compete from – right next to the 18th fairway.

As a key marketing opportunity for Mercedes-Benz, the Return of the Claret Jug is an essential component of the partnership between Mercedes-Benz and the R&A. Working alongside both, iMedia helped to plan and execute the return of the trophy by Xander Schauffele in a beautiful S-Class Manufaktur, before helping to coordinate a fleet of over 100 vehicles being used in player transport throughout the tournament.

Additionally, we managed the design, construction and staffing of 4 on-site car displays across the fan-zones on the course at Royal Portrush. Across the tournament, thousands of fans engaged with Mercedes-Benz vehicles and experiential marketing operations, getting a glimpse at some beautiful cars – such as a stunning Maybach SL and an all-electric G-class.

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