Challenge: another championship in a sea of trophies
The Shield: an authentic, no holds barred on the world’s stage
Flexibility: designed to showcase the history, event and host
The Ryder Cup is a men's golf competition between teams from Europe and the United States. The competition is contested every two years with the venue alternating between the very best courses in the United States and Europe.
The event is jointly administered by the PGA of America and Ryder Cup Europe, the latter a joint venture of the PGA European Tour (60%), the PGA of Great Britain and Ireland (20%), and the PGAs of Europe (20%).
The emotional, 3-day event is considered by golf zealots as the pinnacle of the sport. For 72 hours the game pivots to different formats where fans passionately follow their respective teams and take every opportunity to express their national loyalty and showcase bragging rights. Ryder Cup’s appeal:
Maximizing value in a category with declining engagement
Overall golf is in decline and there is a concern that the owners of the Ryder Cup were properly protecting/growing the value of their asset. There were three significant challenges and trends:
Sharpening the brand focus
Based on research with owners of the brand as well as players and fans, there were brand priorities and experiences that needed to be elevated:
Players and fans drive the success of the Ryder Cup
To get full engagement of players, the fans play a vital role. By capturing the emotions from fans and the electricity of big moments, players are motivated to become immortalized by a branded event that is bigger than the Olympics, super bowl or major championship. With the fan and player dynamic, new entrants such as causal fans or average golfers will be attracted and ultimately the host countries and clubs will gain in both brand recognition and additional tourist revenues. But to achieve this loop, a consistent brand experience will need to be promoted, executed and supported - before, during and after the event.
The final brand platform and rollout was built on legendary experiences that were cemented in:
Extension: adaptable to individual teams and localized events
Partnership: compliments and enhances the world’s leading brands
Presence: the brand lives before, during and after the event
Electric: the brand feeds off of the highly charged atmosphere