From 9 to 12 April, the world of golf will turn its attention to Augusta, Georgia, where the world’s best players will contest the first major of the year in a bid to win the legendary Green Jacket. Mercedes-Benz is again proud to be a Global Sponsor of the Masters Tournament in 2015.
“The partnership with the Masters Tournament is of particular importance for Mercedes-Benz’ involvement in sport,” says Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars. “The Masters is a unique event, holding an iconic place in the world of sport. This major gives Mercedes-Benz an opportunity to focus on the shared values of fascination, perfection and exclusivity. So we’re very pleased to be partnering with the Tournament now for the eighth year.”
The new GLE Coupé, which will celebrate its US launch in August, is part of the international campaign in advertisements, commercials as well as online and social media channels. In addition, the car will be presented to Mercedes-Benz VIP-customers from all around the world during the Tournament week. The GLE Coupé combines typical coupé attributes, such as sportiness, dynamism and agility, with the self-assured presence, versatility and ruggedness of an SUV.
Traditionally, Mercedes-Benz customers experience the brand ambassadors Martin Kaymer and Bernhard Langer as well as Rickie Fowler, brand ambassador for Mercedes-Benz USA, at exclusive meet & greets. This year sees the 30th anniversary of Bernhard Langer’s first Masters victory in 1985. Last year, despite being ill during the week of the Tournament, he still tied for 8th place. “The 1985 Masters was certainly one of the most important milestones in my career. You spend years with the ambition of winning that first major. That is what every professional dreams of, and once you have achieved it, it takes you to a new level. There are many great golfers who have played on tour, but only so many have won majors”, says Bernhard Langer. Martin Kaymer starts out as the reigning US Open champion, while Rickie Fowler will be looking to improve on last year’s finish at the Masters (T5).
Mercedes-Benz will provide all players and selected guests of the Augusta National Golf Club with an exclusive vehicle service for the week of the Tournament. Each of the brand ambassadors will drive a Mercedes-Benz GL 450 during the Tournament week, with the vehicle fleet also including S-Class models.
Mercedes-Benz’s involvement in professional golf dates back to the 1980s. Having been an International Partner of the Masters Tournament in Augusta from 2008 to 2013, Mercedes-Benz has been one of three Global Sponsors since 2014. Thanks to its association with the PGA of America, which has existed since 2010, the brand with the star is represented as Official Vehicle and Official Patron at the PGA Championship, the Senior PGA Championship and the Ryder Cup. In 2011, Mercedes-Benz’s involvement in golf was extended to include a partnership with The Open, the world’s oldest golf tournament. Mercedes-Benz also sponsors numerous amateur and professional tournaments at national level.