On 23 September, 24 hours ahead of the first tee shots of the 2021 Ryder Cup, Capgemini trumpeted its long-term tournament partnership with an online video led activation titled ‘Capgemini Joins The Ryder Cup Family’.
The campaign, which is fronted by team captains Pádraig Harrington and Steve Stricker, celebrates the French multinational information technology services and consulting company’s Ryder Cup partnership which has been extended from its 2021 Worldwide Supplier tie-up to become a top tier Worldwide Partner for Rome 2023, Farmingdale 2025 and County Limerick 2027.
The sponsorship not only sees Capgemini bring its tech expertise and IT support to the 2021 tournament – which ran from 24 to 26 September at the Straits course at Whistling Straits, Kohler, Wisconsin – but to the next three competitions where activations will be based around ‘talent, team spirit and high performance’ tournament/brand synergies as translated through the lens of ‘precision and accuracy’ which both brand and property believe are the fundamentals of success.
The six-year deal between the PGA of America and Ryder Cup Europe will see Capgemini work with the co-owners on the digital transformation of the tournament as well as promoting the event across its 50 country footprint to further grow a diverse global fanbase.
“At Capgemini we share the values of golf and its premiere team competition, the Ryder Cup, an incredible international event and great opportunity for the Group. I am thrilled that Capgemini will bring its deep expertise in technology to the world of golf for the first time in 2021 and for the coming years,” commented Capgemini Chief Executive Officer Aiman Ezzat. “This new long-term, worldwide partnership reflects the international breadth and diversity of the Capgemini Group and what international teams, comprising top talent, can accomplish when working together toward a common goal.”
“Capgemini’s reverence for the Ryder Cup and respect for its values provided both sides with an ideal starting spot to begin our relationship,” added PGA of America President Jim Richerson. “We’re very happy with our new partnership with Capgemini and look forward to welcoming them to the Ryder Cup at Whistling Straits, but we love the path we are taking together toward Italy in 2023, New York in 2025 and Ireland in 2027.”
Guy Kinnings, the European Tour’s Deputy Chief Executive, Ryder Cup Director and Chief Commercial Officer commented: “The Ryder Cup is a truly global sporting event which connects people around the world so we are delighted Capgemini, a global leader in the technology industry, will be part of our commercial family for the next four editions, including as a Worldwide Partner from Rome onwards. Technology plays such an integral role in a modern Ryder Cup and Capgemini’s innovation and expertise in this area will unquestionably enhance our ability to successfully deliver one of the world’s most watched sporting contests.”
Comment:
The Ryder Cup campaign and partnership extension announcement came hot on the heels of Capgemini becoming a Worldwide Partner of Rugby World Cup France 2023 when it joined World Rugby as its Digital Transformation Partner.
Both the golf and rugby partnerships sit at the core of Capgemini’s sponsorship strategy which is based around embracing global sporting events that are driven by team spirit, precision and high performance.
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