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"Dedicated to the #PerfectDrive": Mercedes-Benz extends sponsorship of The Open

Jul 11, 2016

Mercedes-Benz has announced a multi-year renewal with The R&A to continue as Official Car and Official Patron of The Open, extending a partnership with the world’s oldest and most innovative golf Championship which celebrates its 145th staging this week at Royal Troon.

“Mercedes-Benz is proud of its association with golf’s oldest and most innovative Championship as we prepare for The 145th Open this year. We are excited to continue our integral role as Official Car and Official Patron of The Open and looking forward for more years to come”, said Dr Jens Thiemer, Vice President Marketing Mercedes-Benz Cars.

Martin Slumbers, Chief Executive of The R&A, said: “ Mercedes-Benz continues to be at the forefront of sport, through its innovative relationships, products and ambassadors. The R&A is proud to renew its association with Mercedes-Benz, and we look forward to continuing to work together to enhance The Open and to strengthen and promote the game of golf.”

Mercedes-Benz brand ambassadors at The Open

This year’s field will once again feature several Mercedes-Benz brand ambassadors, including two-time Major winner Martin Kaymer, newcomers to The Open, Emiliano Grillo and Fabian Gomez, as well as recently signed global brand ambassador, Rickie Fowler. Mercedes-Benz brand ambassadors will each drive the dynamic and assertive GLE 250 AMG Line during tournament week.

Mercedes-Benz as Official Car and Official Patron

More than 100 Mercedes-Benz vehicles will make up a luxury fleet to transport players, caddies, families and VIPs to and from the venue in Troon, as well as all on-course evacuation vehicles. Golf fans will be able to get a first-hand look at some of their favourite models in the Mercedes-Benz Exhibition Centre, located in the Spectator Village. The Mercedes-Benz dream cars collection, including the S-Class Cabriolet, the SLC, the C-Class Cabriolet and the SL, will all be on show. There will also be a surprise addition: The Mercedes-Benz Style Edition Garia Golf Car that will have its world premiere tomorrow afternoon at The Open. You can follow the world premiere live on 12 July from 4.15 pm GMT at Facebook.com/MercedesBenz

Digital content for The Open fans

This year’s Championship will see new additions to the multifaceted collaboration between Mercedes-Benz and The R&A, including exclusive digital content for The Open fans. This will include a highlight video of the Mercedes-Benz Customer Care Q&A with Mercedes-Benz brand ambassadors Martin Kaymer and Rickie Fowler on TheOpen.com on Thursday evening; an exclusive competition through TheOpen.com and The Open App to win a Mercedes-Benz courtesy car transfer to Royal Troon; and daily player interviews brought by Mercedes-Benz and broadcast on TheOpen.com. Additionally, brand ambassador Bernhard Langer will explain holes 6, 7 and 8, the famous Postage Stamp, as a voiceover on TheOpen.com as well as during the live coverage on Sky.

Throughout The Open, golf and automotive fans can access a wide range of exclusive video content at Facebook.com/MercedesBenzGolf and YouTube.com/MercedesBenzTV, plus behind-the-scenes images at Instagram.com/MercedesBenzGolf. Fans can also join the conversation across social media channels using the hashtags #PerfectDrive, #MBGolf and #ModernGolf.

Drive to the Major

Mercedes-Benz’ drive in golf reaches beyond the professional game, with Mercedes-Benz customers from more than 25 countries around the world taking part in the ‘Drive to the Major’ as part of the MercedesTrophy. During The Open week, qualifying golfers will battle it out for a place to play on the Royal Troon course following the Championship.

Mercedes-Benz has been active in the sport of professional golf since the 1980’s. Between 2008 and 2013, Mercedes-Benz was the ‘ International Partner’ of the most prestigious golf tournament in the world, the Masters in Augusta, and since 2014 Mercedes-Benz is one of the three ‘Global Sponsors’ of the Masters. As a result of its partnership with the PGA of America, the brand with the three-pointed star has been the ‘Official Vehicle’ and ’Official Patron’ of the PGA Championship, the Senior PGA Championship and the Ryder Cup when it is held in the United States since 2009. In 2011, through a partnership with The Open, Mercedes-Benz further expanded its golf activities to become an ‘Official Car’ and ’O fficial Patron’ of the oldest but most innovative golf Championship in the world. Furthermore, Mercedes-Benz supports a wide variety of amateur and professional tournaments at the national level.

Interesting videos with brand ambassadors are available at mbgolf.ucom.de

The Open 2016 at Royal Troon
Martin Kaymer at The Open 2016
Martin Kaymer at The Open 2016
Return of the Claret Jug: Zach Johnson (defending champion) and Martin Slumbers from The R&A
Return of the Claret Jug: Zach Johnson (defending champion) and Martin Slumbers from The R&A
Rickie Fowler at The Open 2016
Martin Kaymer at The Open 2016
Martin Kaymer at The Open 2016
Emiliano Grillo at The Open 2016
Mercedes-Benz at The Open 2016
The Open 2016 at Royal Troon
Emiliano Grillo at The Open 2016
Emiliano Grillo at The Open 2016
Martin Kaymer at The Open 2016
Rickie Fowler at The Open 2016
The Open 2016 at Royal Troon
The Open 2016 at Royal Troon