In 2014, Volvo announced its altered golf sponsorship strategy, with the main focus shifting from organising and sponsoring professional tournaments, to even greater interaction with its many golfing clients through customer marketing. On the professional side though, focus will turn to one of the brand’s key markets – China. The programme around the Volvo China Open and its over 20 years’ history will be enhanced further, with a new five-year agreement in place.
European Tour event:
Volvo China Open – The Open Golf Championship of China
Volvo was the first western brand to engage with golf in China in 1995, and the 2016 staging will be Volvo’s 85th tournament on the European Tour. The tournament is organised by the China Golf Association with Volvo as co-organiser and promoter, and is co-sanctioned by the European Tour and OneAsia. The prize fund is RMB 20 million, with a first prize of RMB 3,3 million.
Topwin Golf and Country Club, 28 April – 1 May, 2016
The Volvo China Open is preceded by four Qualifying events.
There is also a link to the Volvo China Junior Match Play Championship, with the Senior Boys’ winner qualifying for a spot in the Volvo China Open field, as well as the Senior Girls’ winner getting to play in the Pro-Am.
Volvo World Golf Challenge – Global Golf’s Most Popular Customer Tournament One of the most inclusive global golf series in the world aimed to Volvo’s customers, with more than 40,000 clients from almost 40 countries taking part each year.
Volvo Pro Golf Invitational – Volvo’s series of golf days for selected key markets all around the world, targeting Volvo’s most valued clients that play golf – an extraordinary golfing experience, always combined with an extensive business programme that adds real value to their businesses.