Client: DP World, Golf Ireland, Costa, IGAM, FIG, AON, DP World Tour & HPE
Event: Ryder Cup 2023
Activation: Fan Zone
Location: Marco Simone, Rome, Italy
The Brief:
The 2023 Ryder Cup finally returned to Europe in Italy, where we were commissioned by multiple partners of the event to deliver interactive and exclusive fan experiences at the 3rd biggest sporting event in the world. As the pinnacle event in golf, it was crucial that we took each individual brief and made it distinctive in respect to one another, by incorporating core brand values and messaging, communicated by the activations.
The Process:
Working with 8 different clients at the event meant that organisation was key to making sure all partner stands and activations were delivered to a high standard and on time! Both client services & production teams started work over 6 months prior to the event going live, where both departments worked closely with each other to ensure all elements across all activations were met. With all the stand builds, the focus was primarily on the interior fit out of the stands which included branding, bespoke build activations and various touchpoints with technology and finishing touches.
The Result:
Ryder Cup Fan Zone: Working with 7 clients within the Fan Village, the majority of partner stands were designed, built & delivered by the PVE team!
AON: An official sponsor of the Ryder Cup, we designed and delivered a premium and stylish interior fit out to promote AON’s relationship with the Nicklaus Jacklin award. Fans could get a snap with the trophy and was also a chance for people to sit down and relax!
DP World: One of our more bespoke stands, our production team did a great job in designing & building a 3-hole putting course that represented DP World’s connection with other sports such as F1, and their work in logistics and shipping.
FIG: For the past 3 years we have been working closely with FIG to promote the 2023 Ryder Cup as part of the wider ‘Road to Rome’ journey. As the finale, we delivered various fun and exciting club in hand activations to entice golf fans interest! This included Knock Em’ Down, Impossible Putt, Photo Opp & touchscreen quiz.
Golf Ireland: As one European Ryder Cup ends, another journey begins! As another long-term relationship, we have been working with Golf Ireland over the past 2 years to promote Limerick as the Future Ryder Cup venue for 2027. Fans were keen to explore the stand and engage with our Chipping Challenge, Putting Simulator, Photo Opp & interactive quiz as they immersed themselves in the Irish culture!
Costa Cruises: As an Italian sponsor of the event, our Team Europe & USA Long Putt worked its magic in attracting fans to the stand to discover cruises across Italy.
Italy Golf & More: Another Italian sponsor of the event, our Photo Opp & Multiball Golf Simulator helped to showcase the golfing gems available in Italy to encourage more tourism within the country.
Long Putt Challenge & PGA Game Improvement: Working with the DP World Tour as a long-standing partner, the Fan Village wouldn’t have been the same without our popular 100 foot Long Putt! We also put our inflatable golf nets to good use where PGA Pro’s gave 10min lesson to fans through our online booking system throughout tournament week.
HPE Hotel Fan Experience: We set up a unique experience for fans staying in the hotel Palazzo Montemartini in the centre of Rome, to promote HPE as an official sponsor of the Ryder Cup. We delivered a Golf Simulator experience, alongside a bespoke built Be the Ball & Photo Opp experience.
The 2023 Ryder Cup was undoubtedly an event highlight of the year for the PVE Team! We welcomed over 30,000 fans across all our stands & activations, working with both long term and new clients across the tournament. As one of the top 3 biggest sporting events in the world, we are incredibly proud to showcase what we produced, with everyone’s contribution hugely valuable to its success. The atmosphere fans experienced watching the golf was also present in the Fan Village, with our activations playing a major role in creating a thrilling and unforgettable Ryder Cup experience.
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