Mercedes-Benz and The Open, AIG Women’s Open and Seniors Open Championships

Across the summer of 2024, we have continued our proud partnership with Mercedes-Benz in activating and managing their patronage of some of the world’s most prestigious golf events including The Open, The Senior’s Open and The AIG Women’s Open. Here is an insight into the work which we have conducted for Mercedes-Benz.

The Open

In iMedia’s 14th year working with Mercedes-Benz on their patronage of The Open, we proudly managed three central areas of golf’s oldest major – the sponsorship activation for Mercedes-Benz of the event, onsite events during the competition, and the Mercedes-Benz international hospitality programme.

For the Patron’s Pavilion hospitality, iMedia worked closely with suppliers to design and interior fit out a bespoke setting for 400 Mercedes-Benz guests across the tournament. During the tournament, we managed front of house and service staff, and provided guests with a ‘money can’t buy’ luxury experience for the competition just metres from the 16th green.

iMedia also worked with the R&A to plan and execute both the player’s arrival and the return of the Claret Jug activations by 2023 champion Brian Harman in an Electric G-Class.

Across the tournament, iMedia also oversaw the car fleet operations for all players and VIPS, managing over 130 Mercedes-Benz cars and drivers. On top of this, iMedia managed the design, construction, and product staffing of numerous car display sites across the golf course which saw thousands of fans engage with the brand through experiential marketing focussed on connecting high value customers with the premium product.

International Hospitality Programme – Drive to the Major

Unique to The Open for Mercedes-Benz is their ‘Drive to the Major’ programme – a 6 day bespoke experience for Mercedes-Benz customers from across the world to gain exclusive access to the historic and compelling tournament while also competing for a place to have their own round on The Open course, merely hours after the world’s best players take their final putts.

The exclusive programme saw guests attend from around the world. iMedia were tasked with overseeing their accommodation in the Gleddoch Hotel, managing the Mercedes-Benz car service for the guests, and providing access to the exclusive Mercedes-Benz Patron’s suite in which they were treated to luxury hospitality and a series of evening entertainment including Q&As with eight-time major winner Tom Watson and an evening at Gleddoch with infamous sports commentator Andrew Cotter.

Aside from the programme at Royal Troon, guests came together to play a round of qualifying golf at Gleneagles in an attempt to secure a spot on the ‘Monday after’ on The Open course.

The AIG Women’s Open

With Mercedes-Benz extending its sponsorship of the AIG Women’s Open in 2024, we were excited to continue our role as their activation partner. Located at the prestigious Old Course in St Andrews, iMedia supported Mercedes-Benz by providing hospitality, transportation, and branding services.

Guests were treated to a luxury dining and spectating experience, witnessing the blustery drama unfold from the Champions Club overlooking the iconic 17th Road Hole. iMedia also oversaw the digital and on course branding assets, while implementing the courtesy car fleet for players throughout the tournament.

The Seniors Open

Alongside their sponsorship of the AIG Women’s Open, iMedia continued to work with Mercedes-Benz in Carnoustie on the Senior Open. With a similar role, iMedia provided support on hospitality, transportation, and branding. The guests witnessed K J Choi take the title from the exclusive hospitality suite. iMedia managed the ticketing and hospitality, while also overseeing the car fleet for players and the Mercedes-Benz branding implementation throughout the course.

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