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Mercedes-Benz renews ties with Open Championship and unveils new golf car

Mercedes-Benz renews sponsorship of the Open

Mercedes-Benz has renewed its ties with golf’s Open Championship after signing a multi-year extension with tournament.

The deal with the Royal and Ancient Golf Club of St. Andrews (R&A) will see the German automotive brand continue to serve as the official car and patron of the Open.

More than 100 Mercedes-Benz vehicles will be used to transport players, caddies, families and VIPs around this year’s championship at Scotland’s Royal Troon Golf Club.

Marketing activities around this year’s Open, which begins on Thursday 14 July, include a Mercedes-Benz exhibition showcasing the brand’s latest models as well as the unveiling of its new Garia Golf Car.

In addition to the exhibition the company’s brand ambassadors Martin Kaymer, Bernhard Langer and Rickie Fowler will take part in Q&A sessions and hole run-throughs. A competition on the Open’s official website will also give fans the chance to be transferred to the course in a Mercedes-Benz courtesy car.

This year’s Open will see a number of Mercedes-Benz sponsored athletes competing including Kaymer, Emiliano Grillo, Fabian Gomez and Rickie Fowler.

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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