BA, Santander & HP's Tangential Sponsorships Leverage Ryder Cup

In the stampede to leverage golf’s biggest bi-annual bonanza, several brands without official Ryder Cup relationships activated around the tournament via other official partnerships.

Media sponsorship was, as ever, one popular route.

HP, for example, linked up with The Guardian the sponsor its Ryder Cup coverage which included interactive course maps, hole-by-hole expert details and real-time match updates.

Another common approach for brands with existing partnerships with Ryder Cup players was to roll out ambassador-led campaigns.

Santander, a major sponsor of current golf superstar Rory McIlroy, rolled out a film featuring the world’s top player offering his insights on the Team Europe’s chances whilst he hits balls into the Thames.

A further example of the same player ambassador approach came the day after Europe’s victory when British Airways released a video featuring Justin Rose in a stunt golf challenge perched on the wing of one of the airline’s jets.

Immediately after his Ryder Cup success, Rose flew from Scotland to a BA engineering hangar in London to participate in the charity challenge to raise funds and build awareness for the Kate and Justin Rose Foundation.

Stood on the wing of a BA 747, Rose hit a succession of golf balls at a target 180 yards away to secure flights for the charity.

The stand out performer off the 2014 European team, Rose is joined by a crew of celebrities – including Jodie Kidd, Jamie Redknapp, Ian Wright and Gary Lineker.

High winds proved challenging for the golfers with Justin Rose skimming the target and Jamie Redknapp succeeding – but only after his golf ball bounced and deflected off the green.

‘That was a lot more challenging than I expected,’ said Rose.

‘I don’t think I’ve been faced with a shot quite as unique as hitting one off a wing of a British Airways 747! Ian Wright had the best shot of the day, but you’ll have to watch the highlights to appreciate it!’

‘It was a fantastic day and thanks to Justin and his sporting friends’ efforts we have donated ten flights to the Justin and Kate Rose Foundation,’ commented Frank van der Post, British Airways managing director of brands and customer experience.:

Comment

An interesting cause-led example of brands leveraging property-relevant ambassadors without specific official event rights.

A further strand of this particular initiative sees of fans are being invited to win the opportunity to take part in a golf clinic in Dubai in November, when Justin takes part in the DP World Tour Championship, held at the Jumeirah Golf Estates in the United Arab Emirates.

The exclusive golf clinic will host one-on-one personal coaching from the star, with competition winners flown from around the world to join him in Dubai. To be in with a chance to win watch out for more details coming soon on www.britishairways.com

BA is the Official Global Airline Partner of Justin Rose and has supported the player since April 2013 – helping him to compete and train around the world.

It positions the partnership as part of its ongoing and long-standing history of supporting the finest British talent.

His previous work for the airline partnership saw him promote BA’s Golf Breaks offers by putting together his ultimate 9-hole course from around the world.

From a helicopter ride in the South African bush to a cliff top in Bermuda, Justin’s course includes some of the most incredible holes around the world – ones that BA could fly you to…….