Title sponsor HSBC continues to inject innovation, dynamism and a contemporary groove into golf by bringing music to the Abu Dhabi HSBC Championship driving range and bringing four star players and a DJ to the on-course decks.
A year after the tournament became the first European Tour event to allow shorts during practice rounds, event owner Abu Dhabi Sports Council and tournament sponsor HSBC brought music to the course for the first time.
On 17 January defending champion Rickie Fowler was joined on the decks by Henrik Stenson, Ian Poulter and Dustin Johnson for a mixing masterclass with Radio DJ and broadcaster Reggie Yates.
Following their mixing lesson, the players joined Yates for an exclusive set live on the Abu Dhabi Golf Club driving range where they each put their new skills to the test in front of a crowd of fans and fellow players.
As well as the DJ masterclass and player-chosen playlists on the driving range for pre-tournament practice, the event will also see spectators treated to a noisy atmosphere on the final day as music will accompany the players as they approach the first tee.
The initiative was promoted with an at-tournament press conference, PR push and an image set, plus an on-course film,
There is further digital and social support – linked with the hashtags #AnyonesGame, and at #ADGolfChamps – across HSBC’s channels such as Twitter,
The future is now at #ADGolfChamps
Get ready to see @HenrikStenson, @RickieFowler, @IanJamesPoulter & @DJohnsonPGA like never before… https://t.co/GcGLbHEo3X— HSBC Sport (@HSBC_Sport) January 17, 2017
The first of it's kind, music @ADGolfChamps driving range @IanJamesPoulter enjoyed himself pic.twitter.com/Db87JcBC8I
— HSBC Sport (@HSBC_Sport) January 17, 2017
Guess who's favourite song just got played at the driving range? #ADGolfChamps pic.twitter.com/OoJkDRzel5
— HSBC Sport (@HSBC_Sport) January 18, 2017
Instagram,
and Facebook.
The initiative was further amplified through DJ Reggie Yates’ personal Twitter feed
In Abu Dhabi with 4 of the biggest names in Golf making a hell of a lotta noise! Not sure the golf course was ready! Cheers @hsbc_sport pic.twitter.com/CRaMNpnsZ3
— REGYATES (@REGYATES) January 18, 2017
and via music media partner MixMag.
#danceclubsnotgolfclubs @regyates @rickiefowler @henrikstenson @djohnsonpga @ianjamespoulter #adgolfchamps @hsbc_sport @hsbc pic.twitter.com/RQ6Dri9N5M
— Mixmag (@Mixmag) January 17, 2017
‘I’ve got great memories of Abu Dhabi having won here last year. The atmosphere here is like no other tournament in the world. Today’s DJing on the range is exactly the type of activity that will help golf resonate with new and younger audiences,’ comments defending champ Fowler.
‘I’m ready to embrace the noise and can’t wait to tee off and attempt to retain my crown here.”
‘This is my twelfth year at Abu Dhabi and I love coming back because every year this is a tournament that pushes the boundaries of innovation within the game,’ adds 2016 Open Champion and world number four Henrik Stenson.
‘We saw it last year with players wearing shorts and riding golfboards and this year it’s something different and fun to have the DJs on the driving range. For the game of golf to continue to flourish it needs to progress and the Abu Dhabi HSBC Championship is leading the way in this,’ says Stenson (who says he supports further experimentation with music at golf events and picks out Abba’s ‘Dancing Queen’ as his tee-walk track).
‘Music is an important part of my preparation and helps me get into the right frame of mind for the challenge ahead so it’s going to be fun to have a DJ experience with one of the best in the business,’ commented Ian Poulter.
The objective of the HSBC initiative not only aims to position the event as the premier golf tournament in the Middle East, but also bring new thinking and younger audiences to the sport of golf.
‘Through our global golf sponsorship portfolio, we are committed to making golf a more entertaining and accessible sport for a new, younger audience. With change and Olympic momentum in the air, we have a great opportunity to crank up the volume – which is exactly what we’re planning to do this week,’ explains HSBC Global Head of Sponsorship and Events Giles Morgan.
‘Our long-standing mantra is that golf is “Anyone’s Game” which is why we are constantly trying to innovate and push the boundaries – we are the first European Tour event to introduce a live DJ on the range, as well as play music as the players walk towards the first tee. It’s time to shake up the sport as we know it. We can’t wait to see the response we get from players and fans alike.’
‘You witnessed innovation yesterday on the range. I just ran into a couple of players that said that they absolutely loved having the music on the range, and it is something that will become commonplace,’ comments European Tour CEO Keith Pelley.
‘I do believe that music on the range will be something that will be synonymous with golf, and the range I think provides a wonderful opportunity for our fans to get closer to our players.’
Comment:
This music innovation – part of HSBC’s long-running, umbrella ‘Anyone’s Game’ initiative – aims to combine the twin passion points of music and sport to create a truly memorable and game-changing experience to help attract a new, younger audience.
By innovating with new formats and different kinds of fan engagement, HSBC is continuing to open up the world of golf.
In its first 24 hours, the promotional spot has notched up 86 YouTube views, with Instagram, Facebook and Twitter post views/shares/retweets/likes in the hundreds.
Links:
HSBC
https://www.youtube.com/user/HSBC
https://twitter.com/HSBC_Sport
https://www.instagram.com/hsbc_sport/
https://www.facebook.com/hsbcsport/
Abu Dhabi Golf Championship
www.abudhabigolfchampionship.com
European Tour
https://www.youtube.com/user/Everysho…
https://www.facebook.com/TheEuropeanT…
https://twitter.com/EuropeanTour
