The 2014 Ryder Cup is a property that provides an archetypal vignette of classic contemporary sponsorship strategic approaches. While global partner Standard Life Investments uses its international Ryder Cup rights to position itself as a ‘World Class’ brand, official team sponsors like BMW (Europe) and Samsung (USA) focus on key markets with activation that aims to enhance the fan event experience via unique access and on-site experiences, insider perspectives and branded content and customised control over live media consumption. Host nation tourist organisation Visit Scotland takes a classic road show plus iconic image-led approach to a long-running, integrated global ‘Home Of Golf‘ campaign aimed at using the event to boost its economy. Brands without official Ryder Cup sponsorship packages leverage the event and engage around the property through other connected alliances: including media partnerships (like The Guardian/HP) and existing golf ambassador deals (such as BA/Rose and Santander/
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