Ryder Cup Sponsor Activation

Sponsor Activation

Business Objectives

The Ryder Cup is one of the world’s most iconic sporting events, combining passion, suspense and rivalry to entertain fans globally. However, live sports events are about much more than that now – attending fans want immersive experiences that deliver a complete entertainment package.

Aberdeen Standard Investments (ASI) have been a principle partner of the Ryder Cup since 2013 for the 2014 event at Gleneagles. For the 2018 event at Le Golf National in Paris, ASI were looking at new ways to engage fans and bring their sponsorship of the tournament to life.

Seven League was asked by the Ryder Cup & European Tour to develop an innovative campaign activation for ASI that combined digital and physical worlds to excite fans (both at the event and at home).

Our Approach

Seven League initially developed over 40 activation concepts, resulting in a shortlist of four prominent and diverse activations.

We and the client settled on the idea of recreating the ‘First Tee’ – widely regarded as one of the most nerve-wracking moments in sport.

We worked collaboratively with two other suppliers to bring this ‘First Tee Experience’ to life, combining the physical experience of taking a tee shot with high-tech digital technology.

It included:
-Developing a digital simulation of the first tee at Le Golf National
-Placing LIVE heart rate monitors on fans to visualise the stress of taking a high-pressure shot in front of a packed gallery – bringing to life our concept of Datatainment
-Integrating RFID bands so that a video of their shot could be immediately shared via email (& subsequently social media)

Results

-This high-tech, adrenaline-filled activation was one of the highlights of the Ryder Cup fan village
-Over 4,000 people registered to take part in the experience
-The unique experience of recreating the first tee attracted several media outlets, including Sky Sports and TalkSport Radio
-Sponsors ASI activated against their sponsorship in an effective and innovative way - delivering fans with memorable experiences
-The social shareability of the video ensured ASI’s exposure went well beyond those in attendance in Paris. Fans shared their videos on social media driving increased brand awareness for ASI
-This activation pushed boundaries in experiential marketing. It positioned both Ryder Cup and ASI favourably, delivering strong brand awareness

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