WITH a global legacy, BMW’s commitment to golf is far from a marketing gimmick – it’s a long-standing, strategic partnership that has been in motion for decades.
The BMW International Open in Germany has featured on the European Tour schedule since 1989, the BMW PGA Championship, played at Wentworth in the UK for over 40 years, last month with a star-studded field and won by Swede Alex Noren, also enjoying a long association with BMW dating back to 2005.
Add to that the BMW Championship on the PGA TOUR, formally the Western Open, one of the longest running events in professional golf in the US, and a tournament which is now a part of the FedEx Cup playoff series. Contested from 2007 onwards with BMW as the major partner, the FedEx Cup playoff event is another example of the prestige automobile brand carving out a deep-rooted legacy in elite golf.
Young gun Elvis Smylie will return to the scene of his breakthrough win in 2024 when he contests the BMW Australian PGA Championship in late November.
While in 2022, that same legacy began taking hold in Australia, BMW becoming the first company to partner with all three national governing bodies – Golf Australia, PGA of Australia and WPGA Tour of Australasia – all under the banner of Australian Golf.
And this year’s summer of golf will again be highlighted by a third year of BMW’s naming rights partnership with the PGA of Australia and their flagship event, the BMW Australian PGA Championship, a tournament which tees off on November 27 and is again set to be a feature of the Australian sporting summer.
Elvis Smylie, a BMW ambassador, returns to the scene of his breakthrough win at Royal Queensland in 2024, with the young Queenslander looking to again capture the coveted Joe Kirkwood Cup.
BMW Australia also has a presence at key local tournaments, private club activations, and luxury lifestyle events, providing discerning golfers the opportunity to engage with the brand not just as drivers, but as enthusiasts.
As BMW Australia strengthens its presence in the golfing world, the alignment between the brand and the sport becomes increasingly undeniable.
“BMW and golf are aligned through shared values—a meticulous attention to detail and the pursuit of excellence,” said Alex McLean – General Manager – Marketing, BMW Group Australia.
“Joy is at the centre of everything we do. Golfers understand what makes a drive truly exceptional, both on and off the course.”
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