A Tradition of innovation: Mercedes-Benz at The Open 2017.

July 2017



World premiere for Henrik Stenson.

When the world’s best golfers tee off at The Open on 20 July 2017, it will simultaneously be the starting point for ground-breaking activities on the part of the event organiser R&A in co-operation with Mercedes-Benz. Although The Open is now being staged for the 146th time, thus representing an outstanding and unique tradition in the world of golf, the tournament is abound with innovation. It is a long tradition that the iconic Claret Jug is returned to the venue at the start of the tournament week by the previous year’s winner. This will be a world premiere for Henrik Stenson: for the first time ever, he will be driven to the tournament venue in a visionary research vehicle F015 Luxury in Motion, where he will hand the trophy over to Martin Slumbers, Chief Executive of the R&A. The golfer who will have the honour of calling the Claret Jug his own for the next twelve months will be decided in the four scheduled tournament rounds.



Shuttle service with the S 500 e.

During The Open, the players will be chauffeured in a fleet of vehicles which will include electrically driven vehicles. Spectators will also be able to take advantage of this official shuttle service. Together with the R&A, each day patrons on site will have the chance to win in a raffle a ride in a S 500 e.



The Open draws together the world’s best players.

The Open will draw together the world’s best players at the Royal Birkdale Golf Club in England, this year’s venue. Rickie Fowler, Mercedes-Benz Brand Ambassador and currently World #9, has a very good chance of taking the title this year. Mercedes-Benz Brand Ambassador Haotong Li from China is celebrating his debut this year. Although he only started playing golf at the age of 11, Haotong Li now competes, just 10 years later, with the best in the game.



Wide variety of digital possibilities for fans.

The R&A continues to set new standards in the digital world. Extensive modern digital possibilities will be deployed by the R&A specifically to benefit spectators and fans, making the governing body pioneers in the game of golf. Examples of this are dedicated WiFi on the entire golf course and The Open App, which provides continuous reports on what is happening during the tournament. In addition, iBeacons will provide the spectators in attendance with exciting insights.

The digital experience is rounded off with a wide variety of social media activities to provide fans around the world with informative content. During The Open, Mercedes-Benz also offers those interested in golf a great many exclusive videos on Facebook.com/MercedesBenzGolf and YouTube.com/MercedesBenzTV. A live talk with Rickie Fowler will be streamed on the Facebook page on Thursday evening. Numerous photos will also be available on Instagram.com/MercedesBenzGolf.



Worldwide special competition at the MercedesTrophy.

The involvement of Mercedes-Benz in the game of golf goes far beyond the professional game. Mercedes-Benz customers from more than 30 countries will take part in “Drive to the Major”, a special competition played worldwide during the MercedesTrophy tournaments. During The Open week, 32 players from all over the world will compete on a separate course to qualify for a starting spot at Royal Birkdale on the Monday After, on the same course The Open was played just the day before.



Partner of three Majors.

Mercedes-Benz has been involved in professional golf since the 1980s. From 2008 to 2013, Mercedes-Benz was the international partner of the most prestigious golf tournament in the world, the Masters in Augusta, and has been one of the three Global Sponsors since 2014. The partnership with the PGA of America means that since 2009 the brand with the star has been represented as “Official Vehicle” and “Official Patron” at the PGA Championship, the Senior PGA Championship and at the Ryder Cup when it is hosted in the USA. In the year 2011, the golf involvement of Mercedes-Benz was extended to include the partnership with the oldest but most innovative golf tournament in the world – The Open – as “Official Car” and “Official Patron”. On a national level, Mercedes-Benz also supports a large number of other tournaments in the professional and amateur game.