BMW Group Australia has expanded the brands global footprint in the sport of golf by signing a partnership deal with Golf Australia, the PGA of Australia and the WPGA Tour of Australasia.
It says a multi-year agreement between it and the governing bodies of golf in Australia will pave the way for a range of programs to grow and promote all levels of the sport.
In addition to player support and involvement in a range of fan engagement activities, BMW will become the official automotive partner of the ISPS HANDA PGA Tour of Australasia, WPGA Tour of Australasia, Fortinet Australian PGA Championship, ISPS HANDA Australian Open, WPGA Championship and several Webex players series and state open tournaments.
The new partnership complements existing initiatives such as the BMW Golf Cup – the world’s largest international tournament series for amateur golfers that includes participants from 50 countries.
BMW Group is also a worldwide partner of the Ryder Cup – the biennial team competition between players from Europe and the USA – and a naming rights supporter of numerous major men’s and women’s professional tournaments across the globe such as the BMW Championship on the US PGA Tour and BMW Ladies Championship in Korea as part of the LPGA Tour.
“I am delighted that with this new partnership we can add Australia as a headline act in our global golf partnership portfolio alongside our activities in Europe, the USA and Asia,” BMW Group Australia chief executive Wolfgang Buechel says.
“Working with trusted partners will see us create opportunities for players of all levels – from those who enjoy a casual round on the weekend to those who compete at the highest level – while also supporting the many people who work in the industry.”
Golf Australia chief executive James Sutherland highlighted the significance of the partnership and its alignment with the Australian Golf Strategy.
“The partnership between our three organisations under the banner of Australian Golf and BMW Group Australia is a history making moment for our sport,” Sutherland says.
WPGA Tour of Australasia chief executive Karen Lunn says as a collective, Australian Golf is taking bold steps forward and gathering support from like-minded organisations such as BMW Group Australia is an endorsement of the approach to changing perceptions and growing the game for everyone.
“The Australian Golf Strategy clearly outlines our collective intention to work together to create a robust and sustainable future for the sport of golf in Australia. The strong sense of direction provided by the strategy opened the door to realising a partnership like the one we are announcing today,” Lunn says.
PGA of Australia chief executive Gavin Kirkman says the partnership reflects shared values.
“By working together under the banner of Australian Golf we are able to harness the enormous potential of our sport and align with a partner such as BMW Group Australia across our tour and organisations,” Kirkman says.
“Together, with the support of our partners like BMW Group Australia, we’re building an exciting and sustainable future for our game for everyone, from those who play to those of us who work in the industry whether they be volunteers, PGA professionals, club managers or staff.”
