Golf Business News – Mercedes-Benz extends partnership with The R&A and commits to women's golf

Mercedes-Benz and The R&A have a long-standing relationship with Mercedes-Benz being the “Official Sponsor” of The Open since 2011. In addition to the men's Championship, the golf franchise also hosts a major women's event, the AIG Women's. Open it. As the “Official Patron” of the AIG Women's Open, Mercedes-Benz supports female athletes and is committed to equality and diversity in golf. On site, Mercedes-Benz will provide a fleet of electric and hybrid vehicles for the players and select guests.

“The elite of women's golf meet at the AIG Women's Open. As an Official Sponsor, Mercedes-Benz is very proud to support this prestigious conference of the world's best female golfers to actively promote women's sports and set new standards for future generations,” said Britta Seeger, Member of the Board of Management Mercedes-Benz Group AG. , Marketing & Sales.

The AIG Women's Open will be held this year from 22 to 25 August at the Old Course in St Andrews, Scotland. The Old Course will host a major golf tournament for the third time. Mercedes-Benz brand ambassador and professional golfer Alexandra Försterling will be celebrating her first appearance at the AIG Women's Open this year.

“I'm looking forward to participating in the AIG Women's Open and especially making my first Championship at the Old Course at St Andrews, the Home of Golf. “It makes me proud that Mercedes-Benz is accompanying me on my first trip to the AIG Women's Open,” said Alexandra.

To celebrate its long-standing relationship with The R&A and the extension of its commitment to the AIG Women's Open, Mercedes-Benz has created a special campaign that combines golf and fashion:

Produced on the Old Course, site of the 2024 AIG Women's Open, and in St Andrews itself, Mercedes-Benz and stylist Imruh Asha bring together fashion, golf and motoring in contemporary visuals. The clothes used in this campaign are one-off pieces and represent a unique blend of historical traditions about the Mercedes-Benz brand.