MERCEDES BENZ AFTER-WORK GOLF CUP
With The R&A, one of golf's two governing bodies, Mercedes-benz has gained a supporter whose expertise and innovative drive will foster the development of the Mercedes Benz After-work Golf Cup (MBAWGC). The R&A, which works with 156 affiliated organisations in 143 countries with more than 36 million golfers, focuses on governing the sport, overseeing the Rules of Golf, running The Open, the Ricoh Women's British Open and a series of prestigious amateur championships and international matches and supporting the development of golf.
The nine hole series, which has proven to work in Germany at some 3,200 tournaments on more than 300 golf courses with some 75,000 participants, is now destined to gain in international importance. The After-work Golf Cup or AWGC concept, which is already firmly established in Germany, is a format for working golfers. As a result, competitive nine hole golf can be played on weekdays commencing at approximately 5pm. The format makes it possible to pursue the passion for golf even when leisure time is limited. Tournaments in Sweden, Argentina, South Africa amongst other countries highlight the international success of the AWGC.
“The Mercedes-benz After Work Golf Cup is a pioneering new competition which enables golfers around the world to play the sport in an exciting and convenient way,” says Martin Slumbers, Chief Executive of The R&A. “Nine hole golf is continuing to grow in popularity among golfers worldwide, so we are very pleased to support Mercedesbenz in offering golfers more opportunities to enjoy this shorter format of the game, both socially and competitively.”
“Mercedes-benz is proud to be title sponsor of the international Mercedes-benz After Work Golf Cup series. That nine hole tournaments are not just a short-term trend but a real alternative to classic 18-hole tournaments especially for our target group has been proven over the last five years in the pioneer market Germany”, says Jens Thiemer, Vice President Marketing Mercedes-benz Cars. “We are excited to roll-out this modern, digital golf platform internationally, as we are convinced it meets current needs and will shape the game in the future, both marketing-wise and golf-wise.”